With AI-assisted image generation.
Eastbrook Vegetable Farms is introducing Australians to the Kalette in a campaign via Ten Past Ten.
Developed by Ten Past Ten, the campaign positions Kalettes as the newest staple vegetable alongside household favourites like potatoes, carrots and broccoli, all of whom appear as fully realised characters throughout the creative.
“The challenge was to make Kalettes feel like they belong on the plate,” said Ten Past Ten managing director, Sarah Luthaus.
“We needed Australians to remember the veg as a nutritious, delicious and easy option for everyday meals, so we built a character and a world that felt instantly familiar and would appeal to everyone, including the kids.”
The campaign combines storytelling with heavily art-directed AI-assisted image generation to bring the vegetable cast to life.
In collaboration with production house, Visualizm, the creative team used AI as a tool for rapid visual exploration and production efficiency.
“We used AI very deliberately and very carefully,” said Luthaus.
“From concept and character development through to scripting and craft, the campaign is still very human.
“A huge amount of human art direction was involved at every stage. The technology enabled us to push the scale and personality of the campaign much further than would traditionally be possible within budget.”
The integrated campaign will roll out across digital, social and out of home and on air channels in South Australia this winter.
“We’re excited for the market to fall in love with Kalettes, just as we have,” said Eastbrook directors, Scott and Luke Samwell.
“From its flavour and nutritional value to its ease of use and versatility, this campaign does an excellent job of selling the many benefits of the vegetable.”
Credits
- Client: Eastbrook Vegetable Farms
- Agency: Ten Past Ten
- Production: Visualizm
- Sound design and production: Abe’s Audio
- Media: Ten Past Ten
