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  • SUB CATEGORY :
    BEST USE OF USER GENERATED CONTENT
  • COMPANY ENTERING :
    LEO BURNETT MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    PRESERVED MEMORIES
  • BRAND :
    SPC
  • ADVERTISER :
    SPC ARDMONA
  • AGENCY :
    LEO BURNETT, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • ASSOCIATE DIGITAL CREATIVE DIRECTOR :
    TIM SHELLEY
  • COPYWRITER :
    ALEX METSON
  • ART DIRECTOR :
    BLAIR KIMBER
  • ACCOUNT DIRECTOR :
    ARI SZTAL
  • ACCOUNT MANAGER :
    KENNETH CHOW
  • HEAD OF SOCIAL :
    CHRIS STEELE
  • STRATEGIC PLANNING DIRECTOR :
    ILONA JANASHVILI
  • AGENCY PRODUCER :
    MARIA BOROWSKI
  • DIGITAL PRODUCER :
    NICK BAUM
  • PRODUCTION MANAGER :
    KAELENE MORTON
  • FILM PRODUCTION COMPANY :
    STUDIO PANCHO, MELBOURNE
  • DIRECTOR :
    LIZZY BAILEY
  • D.O.P/CINEMATOGRAPHER :
    AARON FARRUGIA
  • FILM PRODUCER :
    FRANCESCA D’ORAZIO
  • EDITOR :
    CHRIS WARD
  • SOUND PRODUCTION COMPANY :
    GUSTO MUSIC, MELBOURNE
  • THE BRIEF :
    THE SHEPPARTON PRESERVING COMPANY IS THE LAST AUSTRALIAN CANNERY USING HOMEGROWN PRODUCE. BUT AUSTRALIANS NO LONGER VALUE THE QUALITY OF PRESERVED FRUIT. A TIN CAN IS JUST A TIN CAN. WE NEEDED TO REMIND PEOPLE THAT WHAT’S INSIDE A CAN OF SPC IS SPECIAL.
  • THE STRATEGY :
    SPC HAS BEEN A TRUSTED FAVOURITE FOR GENERATIONS OF AUSTRALIANS, BUT IN A WORLD OF CHEAP IMPORTS AND CUT PRICES, PEOPLE ARE CHOOSING THE CHEAPER OPTION. OUR STRATEGY WAS TO MAKE AUSTRALIANS RETHINK THE IMPORTANCE OF THE PRESERVING PROCESS BY MAKING IT PERSONAL TO THEM. LEVERAGING SOCIAL MEDIA, WE WERE ABLE TO GET AUSTRALIANS TO OPEN UP AND WILLINGLY ENGAGE WITH THE BRAND. BY LINKING THE PRESERVING PROCESS TO WHAT’S IMPORTANT TO PEOPLE, WE WERE ABLE TO MAKE THE TIN CAN AND ITS CONTENTS VALUABLE AGAIN.
  • THE EXECUTION :
    WE CREATED PRESERVED MEMORIES, INVITING AUSTRALIANS TO PRESERVE THEIR MOST CHERISHED ITEMS IN SPECIALLY DESIGNED SPC CANS. DRIVEN THROUGH SOCIAL MEDIA, AUSTRALIANS OPENED UP AND SHARED THEIR DEEPLY PERSONAL STORIES, DRIVING CONVERSATION ABOUT PRESERVING SPC. HUNDREDS OF PRECIOUS ITEMS WERE SELECTED AND INDIVIDUALLY SEALED INSIDE CANS DESIGNED AROUND THEIR OWNERS’ MEMORIES. THIS CREATED BESPOKE AND AIRTIGHT TIME CAPSULES, PROTECTING THE CONTENTS FOR GENERATIONS TO COME. THE PRESERVED MEMORIES WERE HEROED ONLINE AND THEN RETURNED TO THEIR OWNERS. THIS MOVED THE CANS FROM KITCHEN CUPBOARDS TO MANTELPIECES, CREATING LIFELONG CONNECTIONS WITH THE BRAND.
  • THE RESULT :
    SPC PRESERVED MEMORIES SOUGHT TO RECONNECT AUSTRALIANS WITH THE BRAND. THE CAMPAIGN DID JUST THAT. WITHIN DAYS, SPC’S SOCIAL PAGES WERE OVERWHELMED WITH MESSAGES OF SUPPORT AND REQUESTS FROM PEOPLE TO HAVE THEIR MEMORIES PRESERVED. PRESERVED MEMORIES RESHAPED HOW PEOPLE THINK ABOUT THE PRESERVING PROCESS, MAKING THE TIN CAN AND ITS CONTENTS VALUABLE AGAIN. • #1 FMCG BRAND FOR ENGAGEMENT IN AUSTRALIA • 230% INCREASE IN MONTHLY SOCIAL GROWTH • 131% INCREASE IN BRAND AFFINITY