Fruice – integrated campaign

Here’s an example of how art director Kevin O’Shea and I worked across various media to create an integrated campaign for Fruice – TV, radio, outdoor and a digital concept.

TV – “SO SMOOTH”

A tour de force of lovingly created stopmotion to bring the ultra-smooth “food magnet” Mr Fruice to life. This also ran in cinemas.

TV – “JUICY 5 A DAY”

And here’s Mr Fruice’s Juicy little brothers:

OUTDOOR
This 6-sheet campaign featuring Mr Fruice’s many paramours also ran on bus sides.

Fruice 6-sheet

Fruice 6-sheet

Fruice 6-sheet

Fruice 6-sheet

Fruice 6-sheet

Fruice 6-sheet

RADIO – “VALENTINES”

Even when he’s not there, Mr Fruice prompts a food fight
for his affections. Listen here

DIGITAL CONCEPT – “EVERYTHING GOES FOR HIM”

This proposal uses the combination of a linked rich media skyscraper and MPU to show that Mr Fruice (from our Fruice TVC / print campaign) is so smooth and irresistible, other foods will literally jump out of their own ads to be with him.

FRAME 1
Open on a skyscraper on the righthand side of the page which is blank save for the Fruice logo. Simultaneously, we see an MPU elsewhere on the page – yet still in the same visual space as the skyscraper – simply advertising “apples”, except they’re the apples from the Fruice TVC.

They wave out at the viewer underneath the headline, “what goes with apples?”, a teaser question that invites you to scroll your cursor over the MPU.

fruice_apple_01

FRAME 2
Scrolling the cursor over the apples MPU ad initially makes no discernible difference, but it causes Mr Fruice to walk into shot in the skyscraper ad.

fruice_apple_02

FRAME 3
As he waves and poses out at the viewer in his skyscraper,
the apples notice his arrival and become quite excited…

fruice_apple_03

FRAME 4
which culminates in them “jumping” from their ad into his.

fruice_apple_04

FRAME 5
As they ravish him, the headline appears –
“Fruice. So smooth, it goes with everything.”

fruice_apple_05

Potential clickthrough to Fruice website / minisite.

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