Rare finds man nipples in the freezer aisle
To help launch Vesco’s King Size Power Bowls, a new range of 450g ready-made convenient meals under its ‘On The Menu’ brand, Rare was challenged with getting a new male demographic into unchartered territory – the freezer aisle of major supermarkets across Australia – and create national brand awareness of their range of healthy, hearty and tasty meals.
“We latched on to the notion that male nipples often get erect when it’s really cold – like when a guy’s standing with the freezer door open in the supermarket,” Rare CD Liz Hammond said. “The idea pretty much wrote itself from there.”
Armed with a set of false nipples, Rare produced a 30-second TVC to air during the footy and rugby finals on Fox Sport and a 15-second cut-down for TenPlay and social media.
Rare
Executive Creative Director : Brett Wheeler
Creative Director : Liz Hammond
Art Directors : Liz Hammond, Brett Wheeler
Writers : Alida Henson, Steve Brown
Agency Producer : Shannon Hicks
Account Director : Eloise Hay
Account Manager : Daisy Bridgwood
Account Director and Social Strategist : Siobhan McGurrin
Head of Digital Design : Monique Gordon
Digital Designer : Amanda Hook
Open Spaces Productions
Executive Producer : Beatrice Masia
Producer : Jessica Parker
Director : Matt Pitcher
Vesco
General Manager Marketing & Innovation : Diana Stalteri
Senior Brand Manager : Sarah Freedman