Sanitarium has launched two very different ads for Weet-Bix in New Zealand and Australia.
The New Zealand campaign, by Saatchi & Saatchi NZ – features adventurous kids making a journey from snow to surf using all manner of snowboards, skateboards, bikes and surfboards, while the Australian campaign – by BWM – features Aussie footballer Tim Cahill saving the world by kicking a meteor out of the way.
“Weet-Bix is part of the fabric that has bound New Zealand families – and kids – together for generations, and so it seemed appropriate for us to try and capture the unique attitude which most Kiwi kids share,” said Saatchi & Saatchi group account director Natasja Barclay.
ECD Dylan Harrison said: “The story of four kids setting themselves the challenge of riding from snow to surf in one go speaks to Weet-Bix kids everywhere. They embody the ‘never give up’ attitude all Weet-Bix kids share, in whatever they do.”
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Early next year Harrison will become ECD at DDB Sydney.
Sanitarium’s Nigel Chenery, senior product manager for Weet-Bix and family cereals, said: “The new campaign really epitomises the kiwi attitude and spirit, and expresses the “Kiwi kids are Weet-Bix kids” idea in a more contemporary vein.”
The NZ camopaign goes to air on Sunday while the Australian campaign is already airing.
NZ credits:
- Executive Creative Director – Dylan Harrison
- Copywriter – Matt Sellars
- Art Director – Cory Bellringer
- Head of Content – Jane Oak
- Group Account Director – Natasja Barclay
- Account Director – Julia Collins
- Production Company – Film Construction :
- Nic Finlayson – Director/DOP
- Phil Liefting – Producer
- Rowan Webb – ‘Making of’ Director
- Post Production – Digital Sparks
- Audio: Franklin Rd
- Mahuia – Composer