Ice Ice Baby.
SunRice has reimagined the 90s hit 'Ice Ice Baby' in a campaign via Bastion and Nunn Media.
“It’s not every day you get to create a campaign that uses such an iconic track that transcends so many different generations,” said Bastion’s group chief creative officer Simon Langley.
“It’s bold and fresh for the category and I’m confident it will have people thinking (and maybe even singing) about rice next time they’re in the supermarket aisle.”
The campaign was developed by Bastion, Nunn Media and The Behavioural Architects with the support of James Phillip Design, Integrated Marketing Solutions, AKA Brand Design and Impress.
It features SunRice ambassador Poh Ling Yeow, Minoli De Silva, Connor Curran, Tom Smallwood and Dim Sim Lim.
The campaign is live across TV, BVOD and X-Track DOOH, supported by targeted YouTube and paid social.
“This is a bold step for SunRice, pairing our message with a song everyone knows and can’t resist singing along to,” said SunRice marketing director Jeci David.
“It’s about taking something familiar, giving it a fun twist and making rice part of the cultural conversation, as well as the dinner table.
“The playful reimagining of 'Ice Ice Baby' as SunRice Baby is designed to grab attention, create joy and remind people just how versatile our products can be; from quick stir fries to hearty curries and easy rice bowls.”
Credits
Client: SunRice
- Chief Marketing Officer, International & Global Sourcing: Tamara Howe
- Chief Marketing Officer ANZ: Christine Fung
- Marketing Director: Jeci David
- Marketing Director: Belinda Davis
- Senior Brand Manager: Andreas Katsiroubas
- Brand Manager: Helen Shin
- Marketing Assistant: Ellie Karagiannis
Agency: Bastion
- General Manager: Ana Lynch
- Group Chief Creative Officer: Simon Langley
- Chief Strategy Officer: Angela Morris
- Creative Directors: Laurence Cronin and Scott Hopkin
- Group Client Director: Astrid Noble
- Senior Client Manager: Josh Staras
- Senior Producer: Gabe Hammond
- Editor: Ben Zemanek
Media Agency: Nunn Media
- Managing Director: Chris Walton
- Group Account Director: Adam Cooney
- Head of Strategy: Michelle Miroforidis
- Planning Director: Elise Dearden
- Account Manager: Lien Tran
- Digital Account Manager: Ada Cheng
- Influencer Lead: Anna Franklin
- Organic Content Manager: Luna Pek
- Alley Group CEO (Nunn Media performance agency): Gary Nissim
- Performance Director: Ebony Blanch
- SEO Executive: Thom van Wanrooij
Production Company: ElectricLime
- Director: Chris Hill
- Executive Producer: Martin Box
- Producer: Christine Tan
- DOP: Alex Serafini
Stills Photography: Sam I Am
- Photographer: Benito Martin
Music: MassiveMusic
- Music Supervision: Anton at Trailer Media
