Arnott’s extends integrated ‘Truly, Madly Tim Tam’ campaign with new TVC via DDB Sydney
DDB Group Sydney and Arnott’s Tim Tam have launched a new TVC execution as part of the first chapter of the new ‘Truly, Madly Tim Tam’ campaign, which was inspired by the imaginations of passionate Tim Tam fans.
The TVC captures the joy and excitement of Australians as they discover ‘The Truly, Madly Tim Tam Orchard’. The orchard was created earlier this month after fans wished that Tim Tam biscuits would grow on trees via the Tim Tam Facebook page.
During the activation, which was created by DDB Sydney and Mango, and held in Sydney’s Martin Place, ‘The Truly, Madly Tim Tam Orchard’ blossomed more than 100,000 Tim Tam biscuits, ripe for the picking.
As part of the campaign, Tim Tam fans will also be able to add their name to the TVC via a Facebook app that enables fans to personalise the advertisements, creating sharable content for social networks.
Leif Stromnes, Managing Director Strategy and Innovation at DDB Group Sydney comments: “The idea behind this first execution of Truly, Madly Tim Tam came straight from our Facebook community and we really wanted to give back to these fans who gave us such a great idea to work with. What better way to come full circle than to create personalised ads which feature the names of individual Tim Tam fans and actually run across both TV and online channels.
Arnott’s recent decision to bring its entire brand portfolio to DDB Sydney is testament to the strength of the Truly Madly Tim Tam campaign. We’re looking forward to producing the same quality of socially creative work in all of our future activity with the Arnott’s team.”
Susan Massasso, Marketing Director, Arnott’s comments: “The Truly, Madly Tim Tam Orchard’ demonstrated just how passionate consumers are about the Tim Tam brand. We’re thrilled we can now bring this passion to life through the TVC, and share the Truly,Madly Tim Tam campaign with all Australians”..
The 30′ TVC is backed by more content and activity planned for the TimTams Facebook page.
DDB Group Sydney:
Executive Creative Director: Dylan Harrison, DDB Sydney
Creative Director: Scott Huebscher DDB Sydney
Creative Team: Richard Apps, Andrew Allsop, Erica Valenti, DDB Sydney/Mango
Craft Designer: Shane Wahl, DDB Sydney
Managing Partner: Nicole Taylor, DDB Sydney
Planning Director: David Chriswick, DDB Sydney
Business Director: Dave Murphy, DDB Sydney
TV Producer: Samantha Meehan, DDB Sydney
Project Director: Rebecca Jones, DDB Sydney
Senior Executive Producer: Brooke Pilton, Mango
Senior Community Manager: Hannah Cooper, Mango
Head of Publicity: Tina Alldis, Mango
Digital Producers: Jeroen Jedeloo, Raghav Mathur, Tribal DDB
Technical Director: Ferdinand Haratua, Tribal DDB
Digital Team: Robertus Johansyah, Mark Esther, Josh Kelly, Ivan Yip, Tribal DDB
Partners:
Director: Simon MacRae, Orange Whip Films
Producer: Alex Mooney, Orange Whip Films
DOP: Judd Overton
Production Designer: Jamie Morris
Editor: Stuart Morley
Post-production: Fanatic Films
Music: Nylon
Composer: Blair Joscelyne
Media Agency: MEC Global
Arnott’s Tim Tam:
Marketing Director: Susan Massasso
Group Marketing Manager: Susanna Polycarpou
Marketing Manager: Leigh Coleman
Brand Manager: Holly McCarthy
8 Comments
cheese anyone?
wow. speechless.
hmmmm…just no-name tasty…
oh dear
It takes a certain gift to write work like this.
look at how many people it took to make such a rubbish ad!
Yes…it’s now clear to me why Arnott’s consolidated with DDB. I initially bought into the rumours of old grudges and pant-dropping rates. But now I can clearly see it was a decision based on creative work.
Do Orange Whip own land in Martin Place?