Comfort Aroma
Comfort Aroma Perfumistic transformed the mature South African fabric conditioner market by shifting from functional marketing to a luxurious, perfume-inspired experience.
Hunter’s Iced
Hunter’s was the first cider to enter the South African market back in 1988. Since then, the cider segment has grown and become a lot more competitive.
Hunter’s wanted to reclaim its USP of being the beverage that refreshes like nothing on earth.
“Hunter’s was the first cider in South Africa back in 1988. This is the perfect opportunity for us to reclaim refreshment and bring back ‘refreshes like nothing on earth.’”
Hunter’s has always been known as a pioneer in its category but the brand was losing relevance with younger generations.
New variants launched, bringing fresh flavours to the market that are on trend and appeal to Gen Z. The brand wanted to showcase these flavours in a way that felt refreshing and exciting.
Hunter’s believes “heat” is the enemy and in South Africa heat means more than temperature. Things get heated quickly in many places… like in the comments on social media, on the sports field and in the daily pressures South Africans face.
This is a whole new way of looking at the enemy: Hunter’s can refresh any situation, whether it’s interest rates or the hot afternoon sun.
Rather than relying on digital effects, the team brought the concept to life in a visceral way, using physical props to tell the story.
On a set that wouldn’t look out of place in a science lab, Hunter’s cans were encased in giant blocks of ice, splashed with water in a wave machine and made to float, cold-plunge style, in an ice bath. In one dramatic scene, two cans shoot through a wall of ice like a crisp, refreshing hero come to rescue a summer’s day.
The result is an ad that appears to jump out of the screen, allowing the audience to see, feel and taste the refreshment of Hunter’s before ever cracking a can.
This campaign is ongoing.
Credits
Client:
Category Lead FABS and Ciders: Dino Araujo
Marketing Manager: Nicole Hewitt
Brand Manager: Nontsikelelo Gumede
Global Graduate: Andrea Karime Saca Garza
Agency:
Executive Creative Director: Nhlanhla Ngcobo
Senior Art Director: Tumi Sethebe
Senior Copywriter: Tebogo Jonas
Business Unit Director: Nhlanhla Siluma
Integrated Producer: Linda Hauser
Production: Egg Films
Director: Kyle Lewis
Executive Producer: Collin Howard
Producer: Vjorn du Toit
Production Manager: Megan Hedenskog
1st Assistant Director: Bjorn Van Os
Unit Manager: Simon Kannemeyer
Director of Photography: Jason Prinsloo
Editor: Anthony Lee Martin
Phantom Op: Peter Smuts
1st AC: Ali Mohamed
2nd AC: Jessica Ginsberg
DIT/VT: Marcel Klopper
BTS: Frans Marais
Key Grip: Itumeleng Mdodana
Best Boy Grip: Alex Kaufffenstein
Assistant Grip: Siseko Mboyiya
Gaffer: Zolani Gojo
Best Boy: Novel Lewis
Spark: Lwanda Tutu
Spark: Vincent Ngcobo
Art Director: True Gritt
Props Master: Alice-Sandra Kesselaar
Props Standby: James Mudzingwa
Art Driver: Kelvin Kandira
Art Assistant: Elton Chiwandire
Swing: Maxwell Gapani
Packs Specialist: Marc Simpson
Wardrobe Stylist: Terence David
Wardrobe Assistant: Liam Cowie
Key HMUA: Zenique Gordon
HMUA Assistant: Kiara Spreeth
Offline Editor: Anthony Lee Martin
Post: Mushroom Media
Grade: Kyle Stroebel
Online: Sarah Kwan
Sound: Pressure Cooker Studios / Astrid Anna Iverson
Creative Director: James Matthes
Engineer: Alex Smillie
Foley: Denys Marcel & Angelique Murray
