Loud has launched its first campaign for Zespri International since winning the account in December, following a seven-way pitch.

This was a major win for the agency. Zespri International Limited is the world’s largest marketer of kiwifruit, selling into more than 53 countries and managing 30 percent of the global volume. Its clients are located in six markets and it has partners in four continents. The key challenge for Loud was to develop a powerful regional creative platform that could stretch enough to focus on different Kiwi variants as well as different messages.

Psychologists say that zest is one of the five character strengths that contribute most to a sense of life-satisfaction. Loud used this insight as the core of its campaign, Feel Alive. The campaign aims to impress on people that with 100% of the daily intake of Vitamin C, each Zespri Kiwifruit has the power to help them break out of their tired shell and embrace whatever life has to offer.

“Energy is the most sought-after currency in life. For a lot of people, life is full of speed humps. Halfway through the week, people run out of steam and can barely make it through to the weekend. We wanted to show people that nutrient-rich Zespri Kiwifruit gives people the energy to leave their tired, lifeless selves behind and be ready for the moment ahead of them,” stated Gerry Cyron, head of planning and innovation at Loud.

Feel Alive is running on television, digital, social, OOH and POS.

Credits:

Agency: Loud

Head of Planning and Innovation: Gerry Cyron
Creative Director: Wellison D’Assuncao
Senior Copywriter: Carolyn Diamond
Senior Art Director: Paul Bennell
Art Director: Kiah Barker
Senior Account Manager: Laura Tenison
Account Manager: Maria Squella
Head of Production and Studio: Steve Dube
TV Producer: Siobhan Crowley

Production Company: Lava

Direction and Post-Production: Aparato
Music: Uncanny Valley
Sound Production: We Love Jam
Print Illustrator: Lucas Somariva

Client Team:

Regional Marketing Manager – Southeast Asia and Australia: Judy Lee
Marketing Managers: Tracy Ho, Janice Byrnes, Anastasia Damayanti & Tze Li Mah