Tooheys 5 Seeds: Comics

Not as sweet as you think.

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The campaign is appearing in mastheads published by all four of Australia’s leading newspaper companies in print, website, tablet and mobile platforms. The Tooheys 5 Seeds transmedia campaign, with a Valentine’s Day narrative theme of “looking for love”, tells a story that builds as readers interact from print across digital platforms and interact with alternative not so sweet endings. The story follows the “beardies” (i.e. bearded twins) from the original advertising campaign and lives up to the “Not As Sweet As You Think” mantra that the brand advocates.

Advertising Agency: BMF, Australia
Creative Director: Justin Ruben
Copywriter: Martin Svane
Art Directors: Mark Carbone, Felix Holfve
Planner: David Hartmann
Digital Developers: Anthony Muscat, Ed Stuckey, Mark Ellis
Art Buyer: Basir Salleh
Agency Producer: Esta Lau
Illustrator: Jacky Winter / Soft Science
Animation: Flutter
Account Director: Emma McJury
Account Manager: Renee Kastanias