Follow Stevie MooQueen as she attempts to reach the organic farm next door.
Organic yoghurt five:am has released it's first major advertising campaign in three years via The works, part of Capgemini.
The campaign, currently running live across TV, outdoor, digital and social media platforms depicts Stevie MooQueen attempting to escape her conventional farm for the lush, green grass of the organic farm next door.
The first episode portrays Stevie MooQueen and her two best friends steal a tractor to attempt to jump over the boundary fence in a spoof of Steve McQueen’s thwarted bid for freedom in The 1963 movie The Great Escape.
The campaign aims to promote organic farming which uses 45% less energy, 20% less water and releases 40% fewer carbon emissions.
five:am CEO Matt Stanton said: “Demand for organic yoghurt is increasing every year because it’s tastier and better for you, but not enough people know that organic farms are better for the planet, the cows and the farmers. It’s an easy way for us to cut our carbon emissions”.
The Works creative partner Iggy Rodriguez said: “Stevie is the kind of character everyone roots for. Ambitious and a little misguided. Her jealousy sparks a lifelong ambition to get over to the five:am organic side, which always ends in defeat. This sets up the premise for a long running campaign of adventures that will be both funny and touching!”
five:am is Australia’s biggest-selling organic yoghurt brand and is sold in Woolworths, Coles, IGA and hundreds of independent stores, and has overhauled its packaging for the first time as it seeks to tempt more consumers to switch to organic.
Credits:
Client: five:am
CEO: Matt Stanton
General manager, marketing: Richard Thayne
Brand manager: Alana Wall
Agency: The Works
Creative partner: Iggy Rodriguez
Art director: Nathan Moore
Copywriter: Jermaine Rowe
Strategist: Cate Mathers
Creative project lead: Christine Lyall
Head of production: Katie Harper
Production company: Yukfoo Director: Alex Dron
Co Director: Alan Dickson Producer: Amy Neave
Sound: Squeak E. Clean Media: Slingshot
