Tell us about your role in the creation of this work.
I was the creative director working with a talented team inside and outside the agency to realize what we felt was a pretty progressive vision in a status quo category.
Give us an overview of the campaign, what is it about?
This campaign shows how intriguing and rewarding it can be to venture out of your fruit rut and put Zespri’s yellow kiwifruit in your shopping basket. For those who have never heard of a yellow kiwi—the majority of the U.S.—we wanted to announce this fruit in the most visually stunning way possible and convey how much of a taste adventure it is to eat.
Tell us about the details of the creative brief, what did it ask?
People are pretty meh on kiwi, partially because Americans grow up eating the ABCs (apples, bananas and citrus) and lack awareness, and partially because of poor past experiences with green kiwis. That was our mountain to climb: Teach people it’s worth checking out this sweeter yellow version that beats the pants off the green kind in every way possible.
Which insight led to the creation of this piece of work?
We knew our audience was naturally curious to try new things, especially food. So, we built a fantastic world—filled with curious creatures—that invited them in and piqued interest. The tropical feel of the environment made viewers feel like they were on vacation (where they’re even more inclined to experiment with new things) and helped convey the unique tropical flavor of Zespri SunGold Kiwifruit.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
“Let Your Taste Wander” fulfilled many of the brand team’s objectives, including finding a way to serve up in a very distinct and ownable way what could have been run-of-the-mill product features and benefits. The campaign helped Zespri punch above their weight and stand above the generic, nameless world of most produce currently available to Americans.
How did the client initially react to this idea?
We’re very lucky to have partners who understand that creating something outside the norm comes with a huge reward. They like to be challenged and were totally open to go on this CG animation adventure with us.
What was the greatest challenge that you and your team faced during development?
The main challenge was trusting in an unfamiliar production process. When combining live action with animation, it requires that you lock an edit in greyscale, then shoot and animate to the cut. We’re much more versed in doing it in reverse with live-action spots. I can’t say enough about how fortunate we were to connect with our production partners at Strange Beast and directing collective Tulips and Chimneys who helped guide us through the process and deliver such a captivating product.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
I feel the work speaks for itself. But knowing the many months of thoughtfulness that went into how we arrived at that place is definitely rewarding. We also figured out a unique way of creating a ton of beautiful assets for a big, integrated campaign that could drop right out of the videos themselves. Our clients at Zespri appreciated the efficiency.
Where do you see this campaign going in the future?
After creating the campaign for use in the U.S., other regions around the world began asking if they could use it in their marketing, as well. It’s also been enormously effective. We’re just starting planning for next year, but that level of interest gives us a solid indication that we’re onto something great.