Ginger Sheep
Frucor - Frank Damn
Issue 7 | July 2008
Agency
Aim Proximity New Zealand
Creative Team
Dave King - Creative Director;Tony Clewett - Senior Art Director;Chris Long - Copywriter;Matt Hampton - Art Director
Production Team
----
Other Credits
Erika Morton - Account Manager;Sarah Clearwater - Account Executive
Date
April 2008
Background
Drinks company Frank had just launched a new product - Frank Ginger Beer. Using the campaign line ‘refreshingly ginger’, TVCs brought unexpected ginger hair moments to life (a boy band, alien and baby). Aim Proximity was tasked with extending the campaign within the experiential space, taking the new brand to the people.
Idea
Refreshingly ginger sheep. The campaign was based in New Zealand, so sheep weren’t hard to find. The agency found 100 of them, dyed them ginger (thanks to a farmer with a huge sense of humour), grabbed a mobile billboard, and plonked it all in a paddock right beside New Zealand’s busiest motorway.
Results
An unbelievable reaction. Email threads went nuts. Radio, press and TV picked up the story. Brand awareness and usage measures spiked – propelling sales of Frank Ginger Beer to 50% above forecast.
Our Thoughts
‘You want to do whaaaaaaat?’
‘We want to dye a flock of sheep ginger.’
Respect to the client who said yes. Ninety nine out of a hundred would have said no. The result is that one poster in one field is now attracting disproportionate attention for the brand and a small investment is going a very long way. Round the world, in fact.