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
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
