Sydney - Saatchi & Saatchi Sydney reveals the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile - which inspired Saatchi & Saatchi's "Hard to make. Easy to drink." campaign.
Directed by Steve Ayson, Saatchi & Saatchi set off on a CAPI like quest to find a character as random and unique as the CAPI ingredients. Eventually ‘CAPI man' was discovered somewhere in the jungles of South America.
"Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table," says Ayson.
The enigmatic jungle man is the star of the campaign, appearing in four commercials and interrupting unsuspecting hipsters to tell them just how dangerous producing a 100% natural drink can be.
On the end result, founder and owner of CAPI Sparkling Pitzy Folk said: "The creative took risks and pushed boundaries and I'm blown away with the final product."
"Great scripts, a great director, great talent and a brave client have come together and we've created something the entire agency is very proud of," Saatchi & Saatchi ECD, Damon Stapleton says.
This is the first campaign by Saatchi & Saatchi since winning the CAPI business and will launch this weekend in TV, cinema and digital channels.
The spots can be viewed here:
Natural - https://www.youtube.com/watch?v=2wvnPEqKbR0
Bite - https://www.youtube.com/watch?v=SKfyzi8Pov8
Congo - https://www.youtube.com/watch?v=O8zq2eF_MAU
Cuba - https://www.youtube.com/watch?v=cAHIUE1RfnQ
Credits
Client: Capi Sparkling Pty Ltd
Agency: Saatchi & Saatchi Sydney
ECD: Damon StapletonCD: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Wilf Sweetland
Producer: Alice Grant
Editor: Jack Hutchings, The Butchery
Grade: Method
Online: The Refinery
Sound: Silencio
Media: Two Hands