ZESPRI KIWIFRUIT ‘HOW TO eat’ CAMPAIGN

Apparently, people across the Middle East don’t know how to eat kiwifruit.
Zespri wanted very straightforward videos showing how to cut a Kiwi in half and then use a spoon to scoop and eat it.
We knew these would be boring and nobody would actually watch them so we created a series of tutorial videos showing the most bizarre ways you can cut a Kiwi in half and eat it. The videos were loved and shared and our little Kiwi friend was finally understood : )

Over 20 million views in 2 months.
59% increase in Sales.
660% increase in Brand Recall.

My role in this campaign was Strategy, Concept, Copywriting, Directing, Producing & Acting along with my Misfits team.

 
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3 of the Tutorial Videos

Booed by sore losers

Here’s a funny little story about this campaign. This like all our campaigns, was made to entertain and get noticed, not to win awards.
This wasn’t a big budget campaign hence the Misfits DIY style production. Our partners in Blue Barracuda and Zespri decided they wanted to enter them, and we said why not.
We were more surprised than anyone when it won the Grand Prix in Film at the Dubai Lynx but we still gladly accepted.
We got booed on stage by certain agencies & production companies who thought it was a joke that their big budget ads (created solely to win awards… i.e proactive scam) lost to these.

We partied the night away and the next day woke up with a hungover vengeance and made a film taking the piss out of the industry.
This video went viral amongst all the agency peeps and got viewed over 100k times. It was bitter sweet Kiwi justice.