Oak Film, Digital OAK Reverse Robberies by The Monkeys

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OAK Reverse Robberies

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Industry Dairy products & Eggs
Media Film, Digital, Interactive & Mobile
Market Australia
Agency The Monkeys
Executive Creative Director Justin Drape
Production Jungle
Director Abe Forsythe
Executive Creative Director Scott Nowell
Creative Director Micah Walker
Art Director Matt Heck
Copywriter Alex Derwin, Benn Sutton
Producer Alex Haye
Account manager Chloe Morshead, Kate Behne
Digital Creative Director Jay Gelardi
Strategic Planner Lisa Aitken
Released November 2012

Credits & Description

The OAK Facebook wall was inundated with fans complaining that they could no longer get a fix of their favourite flavoured milk. Their beloved OAK was disappearing from convenience stores across the land. Why? Because not all store owners understood what itâs like to be in a in a state of âhungrythirstyâ. This required immediate action so âReverse Robberiesâ was created by The Monkeys, Sydney. Reverse Robbers, dressed in latex Sergeant John Henry masks (the character from the ongoing OAK campaign) were sent in to frantically re-stock the fridges of OAK-less convenience stores. Reverse Robberies put OAK back on the shelves â mission accomplished.
After launching the first Reverse Robbery video and manifesto, we invited OAK drinkers to use Facebook to request a Reverse Robbery in their neighbourhood. They did and we did the rest, hitting convenience stores in NSW and Qld.
The fans then took to Facebook again, this time demanding their own fridges be Reverse Robbed. So we took the fight against hungrythirsty directly to them by Reverse Robbing their fridges.
The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts and ensure that this scourge of âhungrythirstyâ is beaten.
Category: Drinks, non-alcoholic
URL: http://www.facebook.com/oakmilk/app_450047385027920
Client: Parmalat
Agency: The Monkeys
Production: Jungle Boys
Country: Australia
Director: Abe Forsythe
Executive Creative Director: Justin Drape
Creative Director: Micah Walker
Executive Creative Director: Scott Nowell
Art Director: Matt Heck
Copywriter: benn sutton
Copywriter: Alex Derwin
Group Creative Director: Dan Beaumont
Producer: Alex Haye
Digital Creative Director: Jay Gelardi
Digital creative: Brent Tunney
Head of Digital: Ben Cooper
Account Director: Gini Sinclair
Sound Studio: Song Zu
Agency Producer: Jade Wannnell
Account manager: Kate Behne
Account manager: Chloe Morshead
Executive Planning Director: Fabio Buresti
Strategic Planner: Lisa Aitken
Channel Planner: Mat Rawnsley
Social Media Strategist: Mathieu Abet
Technical Director: Kynan Hughes
Lead Developer: Adam Robertson
Digital Producer: Izabela Gniewkowska
Parmalat General Manager Marketing: David Waugh
Parmalat Marketing Manager â Beverages: Jenni Booth
Parmalat Senior Product Manager: Melissa Packham
Parmalat Marking Assistant: Kimberley Dixson