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GT's Kombucha’s First Campaign Turns Urban Streets into Gardens

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Giant Spoon spot sees flora and fauna take over the urban world with every sip of kombucha

GT's Kombucha’s First Campaign Turns Urban Streets into Gardens

The most important marketing tactic for a health-based brand is to convey the feeling you have when you drink their product. GT’s Living Food first campaign 'Begin Within', created by creative agency Giant Spoon, highlights the transformative power of Synergy to first-time kombucha drinkers. 

To illustrate the probiotic health benefit of kombucha, the spot shows flora and fauna overtaking the urban world with each sip of Synergy kombucha — lotus blossoms and vines wrap around telephone poles, creep over pothole speckled streets, and climb up buildings — turning an inhospitable environment into a virtual garden of Eden.

"This brand is the category leader and has been for years and has never done any advertising, and the category is getting competitive, but this is the OG, authentic product,” says Marc Simons, co-founder, Giant Spoon. “We needed to tell that authentic story in a way that was true to the product and the brand.”

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Client: GTs Kombucha

Owner: George Thomas “GT” Dave

Creative Project Manager: Rory Cook


Agency: Giant Spoon

Co-Founder: Marc Simons

Executive Creative Director: Ian Grody

Creative Director: Andrew Mellen

Executive Producer: Jason Lau

Sr. Integrated Producer: Lisa Mason

ACD Art Director: Carla Johnson

ACD Copywriter: Erin Hauswirth

Account Director: Jamie Samuel


Production Company: JANE Pictures

Managing Director: Nancy Nina Hwang

Directors: David Parker + Cole Schreiber

Creative Directors: Westley Sarokin, Cole Schreiber

Animation: JANE Studios + Nozon Animation Studio

Head of Production: Ben Sposato

EP/Head of Sales: Jane Brockman

Music, sound design and mix: Zelig Sound

Editorial: Lost Planet

Categories: Soft Drinks, Fruit Juices

Giant Spoon, Thu, 23 Jun 2022 16:21:45 GMT