Zespri Kiwifruits bring stone people to life in first campaign from Loud

Zespri Kiwifruits are bringing stone people to life, in a new campaign which focuses on how the fruit energises people.

The campaign is the first from independent creative agency Loud after it was appointed to the account.

Loud’s new ad for the kiwifruit marketer shows a world where people, bridges and cars are made of stone.

However, when the people hold Zespri’s SunGold Kiwifruit, they smash out of their stone moulds, and transform into energised human beings.

Loud’s challenge was to develop a regional creative platform which focuses on different types of kiwifruits and different messages across the region.

The ‘Feel Alive’ campaign aims to showcase how kiwifruits’ Vitamin C content can help people gain energy.

“Energy is the most sought-after currency in life. For a lot of people, life is full of speed humps. Halfway through the week, people run out of steam and can barely make it through to the weekend,” said Gerry Cyron, head of planning and innovation at Loud.

“We wanted to show people that nutrient-rich Zespri Kiwifruit gives people the energy to leave their tired, lifeless selves behind and be ready for the moment ahead of them.”

The campaign will run across digital, social, out of home and point of sale.



  • Head of Planning and Innovation: Gerry Cyron
  • Creative Director: Wellison D’Assuncao
  • Senior Copywriter: Carolyn Diamond
  • Senior Art Director: Paul Bennell
  • Art Director: Kiah Barker
  • Senior Account Manager: Laura Tenison
  • Account Manager: Maria Squella
  • Head of Production and Studio: Steve Dube
  • TV Producer: Siobhan Crowley

Production Companies:

  • Direction and Post-Production: Aparato
  • Production Company: Lava
  • Music: Uncanny Valley
  • Sound Production: We Love Jam
  • Print Illustrator: Lucas Somariva

Client Team:

  • Regional Marketing Manager – Southeast Asia and Australia: Judy Lee
  • Marketing Managers: Tracy Ho, Janice Byrnes, Anastasia Damayanti, Tze Li Mah

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