JWT London premiered its first work for Ribena since winning the account with a 30-second spot, and it’s a strange one.
Directed by Nomint’s Yannis and Christos, the spot utilizes colorful, photo-montage animation for a visually striking, surreal effect. Set to the appropriately sunny and psychedelic “Zooby Doo” by Tiger Monkey, the spot features owls who shoot lasers from their eyes, giant currants, sunglass-wearing rabbits with mustaches and a small hedgehog riding a larger hedgehog, to name just some of the random weirdness going on. The spot ends with the tagline, “You can’t get any more Ribenary,” while highlighting the brand’s black currant flavor. It is supported by digital, social, experiential and in-store elements.
“The chance to work on a brand like Ribena is always a great one, but to be able to launch a new direction is amazing,” JWT creative director John Cherry told LBB. “We’ve attempted to create an intense, playful and visually striking campaign bringing to life the almost impossible-to-describe taste of Ribena.”
“It’s the beginning of an exciting new chapter for this iconic British brand, and we’re delighted with this work developed with J. Walter Thompson that engages our young adult audience through our new brand positioning,” added Ribena marketing director Hannah Norbury.
Credits:
reative Agency: J. Walter Thompson London
Project Manager: Rosanna Lawson
Planner: Richard Cottingham
Music Supervisor: Soho Music
Media Planner: David Munt
Executive Creative Director: Russell Ramsey
Creative Director: John Cherry
Creative: Miles Bingham & Claudia Southgate
Business Director : Emma Howarth
TV Producer: Doug Wade, (Assist) Eleanor-Rose Stamp
Account Manager: Charlotte Humphries
Account Director: Patrick Netherton
Media Agency
Media Agency: MediaCom
Music and Sound
Artist: Tiger Monkey
Sound Design: 750mph
Song: ‘Zooby Doo’
Production Company
Production Company: NOMINT
Executive Producer: Marilena Vatseri
Director: Christos & Yannis