Giant candy interrupting awkward situations.
TBWA\Sydney has launched its first work for Life Savers since the agency was awarded the business earlier this year.
To relaunch, TBWA\Sydney developed a new platform built from a simple truth - there are lots of moments in life that you’d quite like to be rescued from, and that rescue can come in the form of a little sweet treat to mentally whisk you away. The simple act of indulging in a Life Saver, can be a real lifesaver.
Social-first films took advantage of online tropes prevalent on Instagram and TikTok and then interrupted with giant candy to whisk people out of awkward situations.
TBWA\Sydney executive creative director, Katrina Alvarez-Jarratt, said: “It was important for us to create a platform that allowed us to show a range, was endlessly repeatable and was as fun and unexpected as the products themselves.”
Johnanna Campbell, general manager of marketing at Darrell Lea, said “We have worked hard to make sure we have a unique proposition; a nostalgic brand that is offering innovative, fun products. Moving to the 'It’s a Life Saver' platform gave us the flexibility we needed and spoke to light hearted moments we have all experienced. And Life Savers has exceeded all our expectations.”
The social and media strategy was developed and executed by independent agency REBORN. The integrated campaign uses a combination of TV, BVOD, digital, social and influencers, as well as proximity OOH and retailer performance media.
Credits:
Darrell Lea
Johanna Campbell: GM Marketing – Darrell Lea
Creative Agency: TBWA\Sydney
Media Agency: Reborn
Production Company: Scoundrel
Director: Matt Weston
Editor: Matt Weston
Music: Otis Studios
Sound: Beau Silvester
