Denver’s LRXD Makes Shopping an Adventure for Zespri Kiwifruit

 

By The Denver Egotist / /

LRXD has launched “Let Your Taste Wander,” its latest work for client Zespri and its SunGold Kiwifruit brand. The objective of the campaign is to drive awareness for the overlooked kiwi category and, in particular, SunGold — a varietal with a more-delicious, sweeter taste and strong nutrition credentials, so consumers will add it to their shopping lists and give it a try.

LRXD created a total of nine spots (three 15-seconds and six 6-seconds) along with three print ads, along with a host of other work. The campaign will reach people through a large, integrated buy that includes print, connected TV, pre-roll, digital, social media, influencers and paid search. Ads direct consumers to a microsite — zesprikiwi.com/wander — where they can become educated on the product and Wander & Win via 10 weeks of challenges that encourage people to wander, not only with their taste and eating habits, but in everyday life.

“Let Your Taste Wander” ads show shoppers parachuting into and adventuring through lush, remote parts of a hyper-real CG rainforest in New Zealand populated only by exotic animals — basically, paradise — to collect oversized SunGold Kiwifruit with their shopping carts and red baskets. Cape Town directing collective Tulips & Chimneys created the whimsical CG jungle filled with winged spoons, quarrelsome possums, dancing kiwi birds and lush flora that lead shoppers to the Yellow Kiwifruit. Tulips & Chimneys is a unit of Strange Beast.

SunGold is a research-backed, arduously-cultivated, yet completely natural improvement over the average green kiwifruit. It’s sweeter and tasty, and since taste is the category’s key driver, the idea of a new and improved kiwifruit incites excitement. It is also dense in nutrients and has many other health-related benefits.

Credits
CLIENT: Zespri Group Limited
HEAD OF MARKETING – AMERICAS: Raul Murguia
BRAND MANAGER: Ramon L. Rodriguez
MARKETING MANAGER: Sarah Deaton

ADVERTISING AGENCY: LRXD, Denver
CREATIVE DIRECTOR: Jamie Reedy
ASSOCIATE CREATIVE DIRECTORS: Ashley Rutstein, Kelsey Steffes
PRODUCER: Rebecca Hynes

PRODUCTION COMPANY: Strange Beast, London and Tulips & Chimneys, Cape Town
DIRECTOR ANIMATION: Ree Treeweek, Tulips & Chimneys
DIRECTOR LIVE ACTION: Kevin Fitzgerald, 03:07, Woodstock
EXECUTIVE PRODUCERS: Kitty Turley, Nina Pfeiffer, Jacqui Beek
PRODUCERS: Anna Cunnington. Saskia Busch
SOUND DESIGN: Chris McNaughton, Rocky Mountain Recorders, Denver
MUSIC: Markus Wormstorm, Honeymoon Studios, Cape Town

Complete Credit List LRXD
CREATIVE DIRECTOR: Jamie Reedy
ASSOCIATE CREATIVE DIRECTORS: Ashley Rutstein, Kelsey Steffes
ART DIRECTORS: Sammie O’Sullivan, Travis Brown
DESIGNERS: Cody Radcliff, Tyler Merritt
SENIOR STUDIO ARTIST: Stephen Hausrath
PRODUCER: Rebecca Hynes
CHIEF DIGITAL OFFICER: John Gilbert
LEAD DEVELOPER: Dan Alexander
DEVELOPERS: Marc Wren, Matt Wade
CHIEF STRATEGY OFFICER: Eric Kiker
BRAND STRATEGIST: Jeb Tilly
GROUP ACCOUNT DIRECTOR: Megan Gonzalez
ACCOUNT DIRECTOR: Becca Hade
ACCOUNT MANAGER: James McAndrew
MEDIA DIRECTOR: Samantha Johnson
DIGITAL MARKETING MANAGER: Kristina Sotolongo
AD OPERATIONS MANAGER: Nate Skold

Complete Credit List Tulips & Chimneys
DIRECTOR: Ree Treweek
EXECUTIVE PRODUCER: Nina Pfeiffer
PRODUCER: Saskia Busch
PRODUCTION DESIGN: Ree Treweek, Ben Winfield
CHARACTER DESIGN: Ree Treweek, Ben Winfield
CONCEPT ARTWORK: Dan Clarke
STORYBOARDS: Daniel Hugo, Dan Clarke
COMPOSITING: Christiaan Venter, Victor Hugo
PERFORMANCE SKETCHES: Sasha Perdigao
ANIMATION DIRECTOR: André de Villiers, Feral Animation, Cape Town
CG PRODUCER: Kaydee de Villiers, Feral Animation, Cape Town
TECHNICAL DIRECTOR: Goddy Roodt. Polycat Animation, Cape Town

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