How many shots of chicken in a chicken ad do you need to sell chicken for a chicken brand? See here as Lilydale's ad by M&C Saatchi has the answer.
Free-range chicken brand Lilydale has launched a national campaign encouraging Australians to ‘live the free range’, by asking them to get outside and rediscover a simpler, more balanced way of living.
The brand says research shows people are happier and healthier when outdoors so working with its creative agency M&C Saatchi, the new campaign aims to champion a more balanced view encouraging all Australians to ‘live free-range’.
The ad follows an increasing trend of not bashing people over the head with the product, meaning actual chicken only features towards the end for one second.
See: No cars appear in Holden ad.
Lilydale's head of marketing Yash Gandhi says: “Lilydale Free Range has always been for the outdoors and has understood the benefits it brings. Joining the free-range is more than a campaign line or a product choice, it’s a state of mind.
“Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all Australians.”
Throughout the campaign Lilydale will also be offering customers a chance to truly enjoy the outdoors through unique experiences.
M&C Saatchi creative director Shane Gibson says the benefits of living free range are diverse and stretch well beyond the ethical wins.
“This campaign reflects that idea driving and encouraging broader participation in that choice.” Gibson says.
“As the pre-eminent free range chicken brand in Australia, it seems like a natural space for Lilydale to be leading.”
CREDITS:
Lilydale:
Head of Marketing: Yash Gandhi
Senior Brand Manager: Anna Wesser
Brand Manager: Anna Tu
M&C Saatchi:
Executive Creative Director: Michael Canning
Creative Director: Andy Flemming
Creative Director: Shane Gibson
Senior Art Director: Neil Walshe
Senior Copywriter: Michael Harris
Strategy Director: Nicky Bryson
Head of TV: Rod James
Assistant Broadcast Producer: Olivia Reddy
Head of Production: Trent Henderson
Print Producer: Vanessa Fernandez
Lead Finished Artist: Salvatore Liseo
Head of Experiential: Erika Morton
Collider Productions:
Matthew Thorne: Director
Executive Producer: Rachel Ford-Davies
Producer: Olivia Hantken
Editor: Rolando Olalia
LOUIS&CO:
Photographer: Matt Baker
Artist Management & Production: Louis Molines
SONG ZU:
Creative director: Ramesh Sathiah
Composer: Nathan Cavaleri
Rumble studios:
Sound Engineer: Tone Aston
ALT VFX:
VFX Supervisor/Flame Artist: Dave Edward
Post Producer Supervisor: Adrianna Spanos
Colourist: Marcus Timpson
Hidden Characters:
Annalise Brown: Managing Director
