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High Performance Schoolyard Games from Tip Top Bread & Colenso BBDO

BBDO Asia, 2 years, 5 months ago

George Weston Foods has launched its new Tip Top Hi-Protein Bread with a campaign directed by Finch

High Performance Schoolyard Games from Tip Top Bread & Colenso BBDO

In a world of ad breaks crowded with nutritional messages about kids aimed at mums, this campaign attempts to bring a fresh perspective to help set the brand apart and cut through the clutter.

This first TVC, ‘Four Square’, charmingly replicates the seriousness and attitude of sports performance advertisements but applies it to a simple schoolyard game.

Andy McLeish, head of planning at Colenso BBDO, said, “Although they won’t always admit it, every parent would prefer their kids are good at stuff, rather than simply participating. And strangely enough kids also want to be good at stuff, so this campaign is about tapping into both. It’s high protein bread for high performance play.”

Steve Cochran, Colenso’s ECD, adds: “With the insight that kids often take their play as seriously as any professional sportsman, we knew we had a great platform to launch Hi-Protein bread with. All it took was some brilliant writing and equally brilliant casting. Matt and Jae both nailed it.”

The campaign kicked off with the ‘Four Square’ spot this week, with a second spot to follow shortly.

Foursquare from Colenso BBDO on Vimeo.


Advertiser: George Weston Foods

General Marketing Manager: Justin Alblas

Senior Brand Manager : Tracey Hawes

Creative Agency

Creative Agency: Colenso BBDO

Executive Creative Director: Steve Cochran

Group Business Director: Jillian Stanton

Head of Art: Mike Davison

Head of Broadcast: Jen Storey

Senior Copywriter: Matt Lawson

Production Company

Director: Jae Morrison

Production Company: Finch

Category: Bread , Food

Genre: Storytelling