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.' … read morecampaign. 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.
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