SPC is about to enter its 100th year.
So Leo Burnett Melbourne is making Australians rethink the importance of preserving the fruit industry.
SPC is one of Australia’s last remaining fruit canneries. Without companies like them, Australia’s fruit industry and the towns they support could disappear.
This isn’t idle thinking. The end of Australia’s fruit industry is a real threat.
Last year, Leo Burnett got people thinking about the families behind the cans of SPC they were buying Now it is building on that conversation.
The social media campaign, Preserved Memories, is designed to show people why preserving for the future is important, by allowing them to preserve their most cherished memory in an SPC can.
Jason Williams, chief creative officer, Leo Burnett Melbourne added, “People tend to think of canning as old world, when in fact it’s all about the future. Whether it’s preserving a memory or our country’s fruit, it’s important our kids and grandkids can still enjoy the things we do today.”
Australians are being asked to submit their most cherished memory. 100 will then be selected and preserved for another 100 years.
Each can will be individually designed around the owner’s memory. It will become an airtight time capsule that keeps their item and its story safe for generations to come.
Mark Malak, SPC senior brand manager commented, “We all have special items that evoke powerful memories, but it’s easy for them to be lost or forgotten. Once they’re gone, they’re gone. We’re a preserving company, so why not preserve the things people love? Because just like Aussie fruit, we believe anything important is worth preserving.”
Preserved Memories will run for 6 weeks through Facebook, YouTube and Instagram.
Credits
Agency: Leo Burnet Melbourne
Chief Creative Officer: Jason Williams
Director of Integrated Strategy: Ilona Janashvili
Senior Art Director: Blair Kimber
Senior Copywriter: Alex Metson
Producer: Maria Borowski
Designer: Matt Porch
Head of Social: Chris Steele
Associate Digital Creative Director: Tim Shelley
Social Creative: Katelyn Testa & Danielle Ruasol
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Production Manager: Kaelene Morton
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D’Orazio
DOP: Aaron Farrugia
Editor: Chris Ward
Sound: Gusto Music
Client: SPC Ardmona
GM Marketing & Innovation: Mark Connolly
Head of Brand Marketing: Anand Surujpal
Senior Brand Manager: Mark Malak
Assistant Brand Manager: Gillian Wickramasinghe
Social Media Manager: Sophie Fransella
