Tetra Pak - "Lightning"

MullenLowe South Africa

MullenLowe South Africa Johannesburg, South Africa

8654

Title	Lightning
Agency	MullenLowe South Africa
Campaign	Lightning - Tetrapak
Advertiser	Tetra Pak International S.A.
Brand	Tetra Pak
Posted	March 2010
Business Sector	Manufacturing
Tagline	Protects what's good
Story	Based on the tragically funny tale of an American Park Ranger, Roy Sullivan, the highlight of the campaign is a TV commercial set in a game park in 1940s Americana. Despite dedicating thirty years of his life to assiduously serving Mother Nature, Sullivan was struck by lightning seven times before finally giving up on his environmental good deeds.
Philosophy	While it is always a mammoth task to change consumer habits, the objective of the campaign was to encourage shoppers to choose Tetra Pak products over items with less responsible packaging. Tetra Pak cartons are designed to have a low carbon footprint, and many of South Africas leading brands (predominantly milk and juice) already come in Tetra Paks.
Media Type	Television
Market	South Africa
Production Company	Velocity Films
Post Production	Deliverance Post Production
Editor	Ricky Boyd
Special Effects / VFX	BlackGinger
Account Manager	Lucinda Semple
Agency Producer	Juliet Curtis
Art Director	Christopher Charoux
Associate Art Director	Heidi Kasselman
Copywriter	Matthew Berge
Creative Director	Eoin Welsh
Executive Creative Director	Rui Alves
Director of Photography (DOP)	Paul Gilpin
Producer	Helena Woodfine
Director	Greg Gray