Australian Bananas has launched the latest instalment of its ‘make your body sing’ campaign which will take the long-running series into its 24th year.
Created by Elevencom in partnership with the Australian horticulture industry body, Hort Innovation, the latest work features a fresh version of the classic ‘Ba-na-na-na’ music track along with a new positioning line: ‘Peel Good. Feel Good.’
The campaign, which will run for the next three years, aims to position bananas as a fresh and natural alternative to the fast-growing category of processed energy bars and protein balls.
“Having a banana in the morning gives you the kind of feel-good energy that helps you cope with whatever life throws at you,” said Jono McCauley, Creative Strategy Director at Elevencom.
“It’s all about staying on top of your day, before your day gets on top of you,” McCauley said.
This is the fourth major instalment of the campaign produced by Elevencom which has had creative responsibility for the brand since 2009. The original campaign first aired in 1994.
“When you are responsible for an iconic campaign like this, you always want to keep it fresh and keep making it better. We think ‘Peel Good. Feel Good’ is a great next step,” McCauley said.
The new creative launched on television in August 2018 and is supported by a major national outdoor and digital campaign.
Elevencom has created a maxi bus wrap for Australian Bananas which is causing a stir around Sydney. Featuring an iconic Sydney image the bespoke wrap is part of the famous Make Your Body Sing campaign and can be seen travelling around the city throughout April.
Elevencom is thrilled to announce the launch of our Knowledge Water crowdfunding campaign. For the last 18 months, Elevencom has been working with the Indigenous community of Rurrangala in East Arnhem Land to establish a bottled water business using the pure spring water from their traditional homeland. This Indigenous enterprise will help keep school house and their community alive. Knowledge Water will allow Yolngu people to take control of their own destiny by creating jobs, improving health and generating funds which will be invested back into education across the region. This project has been a partnership between the community of Rurrangala, Elevencom, Cultivate NT and our PR partner agency Bite Communications.
Qukes® Baby Cucumbers, one of Australia’s fastest growing fresh produce brands, is set for an even bigger growth spurt with the launch of a new TV and online campaign.
The campaign is the first work to be produced by creative agency, Elevencom, after they won the business in a competitive pitch in December last year.
A series of quick and quirky commercials aims to embed the Qukes® brand name in people’s minds by playing on the letter ‘Q’ to explain the unique benefits of this irresistible vegetable. The Qukes® brand is owned by one of Australia’s most innovative fresh produce marketers, Perfection Fresh.
“It’s a fun product with a fun brand name, so we wanted to really capitalise on that to take ownership of the category” said Lee Carnemolla, Group Marketing Manager, Perfection Fresh.
“Qukes® are the quintessential kid friendly vegie, but they’re also perfect anyone looking for a deliciously healthy snack, and we think Elevencom’s creative captures that perfectly,” she said.
Recently, we were in the thick of the action playing a vital role in the launch of Domino’s newest team member, DRU. DRU, which stands for Domino’s Robotic Unit, just happens to be the world’s first autonomous pizza delivery vehicle, developed at Domino’s purpose-built innovation space, D-Lab using a base unit powered by technology from Australian start-up company, Marathon Robotics. Using Domino’s GPS technology, DRU can deliver piping hot food and icy cold drinks directly to people’s homes. Talk about a game-changer! Even though it’s early days for DRU, the reaction since his launch at Domino’s 2016 Rally has been nothing short of sensational with millions of dollars worth of PR generated around the world. Our ‘Making of DRU’ video even made You Tube’s top 10 most watched ads for Q1 2016 list.
We recently launched a new campaign for Australia’s original solar brand, Solahart, capitalising on the battery storage revolution that is transforming the solar energy market.
The new campaign highlights the fact that Solahart is one of the few brands offering solar hot water, solar power and battery storage. The TV commercial was stylishly directed by Ariel Martin from Film Graphics while the wonderful stills photography was provided by the inimitable Michael Kennedy. The campaign introduces a new line for the brand which reflects Solahart’s comprehensive range of high quality products and services: ‘It’s not just solar, it’s Solahart’. While the campaign is still young, the signs are encouraging with enquiries and leads already at their highest point for several years.
In late 2015, after a competitive pitch, Elevencom was appointed to manage the advertising account of the Australian Mushrooms Industry. Our new campaign, the biggest in Australian Mushroom’s history, aims to encourage everyday cooks to add mushrooms to their much-loved meals and make them much healthier and much tastier. One of the key insights we developed was the fact that because mushrooms can be finely chopped and blended, kids don’t even notice they’re getting all that extra nutrition. The new TV commercial was lovingly directed by Felicity Morgan-Rhind from Exit Films with music by Peter Kaldor from Arizona. The campaign has launched nationally through television, out of home posters, digital and a new website.
Elevencom has launched a major new creative campaign for the Australian Egg Corporation Limited (AECL) which repositions eggs as “Unbeatable”. A key focus of the new campaign is to remind people of the amazing health benefits of eating eggs every day for breakfast.
To help tell the story, Elevencom has enlisted up-and-coming comedian Jimmy James Eaton. Eaton will be the new face (or “head”) of eggs in all consumer advertising.
The campaign also extends to a refreshed website, interactive pre-roll units, mobile video and social media.
Elevencom was appointed to the AECL account after a competitive pitch in early 2014.
We were very proud to be part of the world launch of Pizza Mogul this week. This new concept in social retail allows people to create a pizza for the Domino’s online menu, share it with their network and then earn dough every time someone buys it. The concept has been getting lots of press, including lead creative story in US Advertising Age a couple of days ago. Elevencom has been working with Domino’s since late 2013 to bring the concept to life and is responsible for the brand name, brand identity and creative platform. Check it out at www.pizzamogul.com.au