5 Seeds Cider launches mesmerising party in its new 'Plant the Seed' campaign via BMF Australia

Australians have long associated cider with very specific types of laid-back drinking occasions - whether it's early afternoon backyard get-togethers, lazy days by the beach or BBQs in the park, cider has been sitting on the same branch of the apple tree for too long. 5 Seeds plans to change all that and make cider relevant to higher-energy sociable occasions through product innovation and a "Refreshingly Different!" brand positioning.

'Plant the Seed' is a new brand campaign for 5 Seeds, produced by BMF and The Sweet Shop, directed by Dylan Pharazyn.

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The campaign reveals three new product innovations that will explore new pathways of growth for the cider category. New members of the 5 Seeds family include: 5 Seeds Night Orchard (apple cider cut with vodka); 5 Seeds Premium Cut (dry apple cider with a 'little more bite'); and 5 Seeds Bright Cider (the 'perfect sweet spot' made with naturally sweeter gala apples).

The new campaign positions 5 Seeds as synonymous with the best times shared with friends. Featuring the hit single "You Were Right" by Australian act RUFUS, the campaign features a frozen moment inside an urban apartment block, where an apple orchard has overtaken a house party. Shot on location in a historic high-rise in Kiev, the production team built a 10ft apple tree and orchard overtaking two floors of the building.

Says Gordon Treanor, marketing director, Lion: "The 5 Seeds brand was created from our observation that when you cut an apple in half from a different angle, at its core you will find five seeds. This also informs the brand's philosophy - when you look at things in a 'refreshingly different' way you open up new possibilities. Through new product innovation and this new brand campaign we're hoping to open up new possibilities for cider and extend its relevance into new drinking occasions."

The campaign is now live across cinema, TV, digital, social, outdoor, print, on-premise and music festival activations, and will be part of an ongoing repositioning for the 5 Seeds brand.

Executive Creative Director: Cam Blackley         
Art Director: Harry Neville Towle
Copywriter: James Sexton
Planning: Sarah Hood and Hugh Munro                 
Managing Director: Steve McArdle
Client Services Director: Dan Lacaze
Account Director: Kyle Abshoff
Account Managers: Megan Mabin and Eva Gibeault
Agency Producer: Esta Lau         
Production Company: The Sweet Shop
Director: Dylan Pharazyn
Producer: Allison Lockwood
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland @The Sweet Shop
Post Production: Beryl, Auckland
VFX Supervisor: Stuart Bedford
Colourist: Edel Rafferty
Editor: Simon Price @Method Studios
Sound Production: Rumble Studios
Sound Design: Tone Aston @Rumble Studios
Music Production: Lukas Farry
DoP: Mauro Chiarello Ciardo
Art Buyer: Basir Saleh
Print Producer: Karen Liddle   
Photographer: Magdalena Wosinska
 
Gordon Treanor, Marketing Director Lion
Justine Coates, Marketing Manager Lion
Tom Bills, Brand Manager Lion