Creativity

Pyschedelic Animals and a Groovy Soundtrack Retarget U.K. Kids' Classic Ribena at Adults

Campaign Includes GIFs and a Soundcloud Track

By Alexandra Jardine. Published on Aug 06, 2015

Editor's Pick

Ribena, the long-established U.K. blackcurrrant drink always traditionally aimed at kids and families, is rebranding to its sights on young adults via a new campaign with a catchy soundtrack and quirky psychedelic graphics.

The Suntory-owned brand, one of a number of fruit drinks to have come under fire in the U.K. for their high sugar content, recently appointed JWT London to retarget its marketing at a difference audience.

This first spot from JWT, directed by Yannis and Christos at Nomint, uses GIF-like photo-montage animations of cute animals and an original music track, "Zooby Doo," by London-based duo Tiger Monkey, that's also available to download on Soundcloud. The campaign also includes GIFs, interactive videos and weekly competitions on Facebook.

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About

Credits

Date
Aug 06, 2015
Agency:
JWT London
Client:
Ribena
Executive Creative Director:
Russell Ramsey
Creative Director:
John Cherry
Creatives:
Michael Bingham
Creatives:
Claudia Southgate
TV Producer:
Doug Wade
Assistant TV Producer:
Elanor-Rose Stamp
Business Director:
Emma Howarth
Account Director:
Patrick Netherton
Account Manager:
Charlie Humphries
Planner (Creative Agency):
Richard Cottingham
Project Manager:
Rosanna Lawson Planners
Media Agency:
Media Com
Media Planner:
David Munt
Production Company:
Nomint
Director:
Christos & Yannis
Executive Producer:
750 MPH
Music Agency:
Soho Music
Music Artist:
Tiger Monkey
Music Title:
Zooby Doo
Exosure:
30'' Film on TV/VOD & Cinema.
Exosure:
OOH, Social, Experiential, Instore Activation

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