CAPI Film Natural by Saatchi & Saatchi Sydney, The Sweet Shop

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Industry Non-alcoholic drinks
Media Film
Market Australia
Agency Saatchi & Saatchi Sydney
Producer Alice Grant At Sonny
Editor Jack Hutchings @ The Whitehouse, Jack Hutchings @ The Butchery
Agency The Sweet Shop
Director Steve Ayson
Production The Refinery
Released March 2013

Credits & Description

Saatchi & Saatchi Sydney reveals the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks in its debut 'Hard to make. Easy to drink.' campaign. From Borneo to the Andes, no origin is too far-flung or hostile.
This is the first campaign by Saatchi & Saatchi since winning the CAPI business and will launch this weekend in TV, cinema and digital channels.
Directed by Steve Ayson from The Sweet Shop, Saatchi & Saatchi set off on a CAPI like quest to find a character as random and unique as the CAPI ingredients. Eventually 'CAPI man' was discovered somewhere in the jungles of South America.
"Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table," says Ayson.
The enigmatic jungle man is the star of the campaign, appearing in four commercials and interrupting unsuspecting hipsters to tell them just how dangerous producing a 100% natural drink can be.
On the end result, founder and owner of CAPI Sparkling, Pitzy Folk said: "The creative took risks and pushed boundaries and I'm blown away with the final product."
"Great scripts, a great director, great talent and a brave client have come together and we've created something the entire agency is very proud of," adds Saatchi & Saatchi ECD, Damon Stapleton.
Category: Drinks, non-alcoholic
Client: Capi Sparkling Pty Ltd
Agency: Saatchi & Saatchi, Sydney
ECD: Damon Stapleton
CD: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Wilf Sweetland
Producer: Alice Grant
Editor: Jack Hutchings, The Butchery
Grade: Method
Online: The Refinery
Sound: Silencio
Media: Two Hands