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Saatchi & Saatchi London Breaks Out of the Unnatural with New Robinsons Campaign

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Sweetshop's Mark Albiston directs 'Natural Break' campaign for Robinsons Refresh’d drink

Saatchi & Saatchi London Breaks Out of the Unnatural with New Robinsons Campaign

Robinsons and Saatchi & Saatchi London today release ‘Natural break’ aimed at driving trial of Robinsons Refresh’d drinks for health-conscious and on-the-go consumers.

The hero 30-second TV advert shows a young girl encouraging office workers to take a break with a Robinsons Refresh’d drink. She points out a series of ‘unnatural’ features in the office such as the artificial lighting and a very fake tanned man.

The film ends with workers heading out into the natural world with the assertion that Robinsons Refresh’d is made with naturally sourced spring water and real fruit accompanied with the strapline, 'Time for something more natural'.

Targeted at 25-34 year olds who consume soft drinks throughout the day, the execution taps into the new masterbrand which uses the disarming wisdom of the nation’s squash experts, children, to inform adults what they’re missing out on.

The 30-second advert and 20-second cut down version will run on TV, VOD and cinema in the UK and Ireland.

Ilan Arkin, marketing controller at Britvic Soft Drinks, said: “As Robinsons Refresh’d is made with only naturally sourced ingredients, we wanted to use this advert to show the contrasting worlds of a dark artificial office and a lovely outdoor natural space, really bringing to life the uniqueness of Robinsons Refresh’d.”

William John, creative director, Saatchi & Saatchi London, said: “This is about reminding adults to escape the office and get outside for a break. Sometimes we get so caught up in the hamster wheel of work that we forget the basic need for some time out, away from our desks. Kids know that’s not right. It’s time to follow their lead.”

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Media Agency

Media Agency: M/Six

Media Planner: Mike Ennes

Sound

Sound Company: 750 MPH, Mark Hellaby

Creative Agency

Creative Agency: Saatchi & Saatchi London

Creative Director: Will John, Mark Slack

Copywriter: Barney Spiro

Art Director: Harriet Ronn

Planner: Craig Adams

Producer: Megan Sutton

Post Production / VFX

Post Production Company: Jon Purton, Puck Murphy @ Electric Theatre Company

Production Company

Production Company: The Sweet Shop

Director: Mark Albiston

Music

Music Company: Beatworms

Composer: Sam McCarthy

Offline

Editor: Billy Mead @ Tenthree

Genres: People

Categories: Soft Drinks, Fruit Juices

Saatchi & Saatchi London, Fri, 03 May 2019 14:59:04 GMT