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Sweetshop Director Dylan Pharazyn Showcases Simplicity for Weet-Bix

Creative

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Simple is Good was developed by DDB New Zealand and joins a group of Kiwi kids enjoying their carefree childhood

Sweetshop Director Dylan Pharazyn Showcases Simplicity for Weet-Bix

Sanitarium via DDB New Zealand has launched a new brand campaign and TVC for Weet-Bix, Simple is Good. The TVC marks a new direction for Weet-Bix while staying true to Weet-Bix's philosophy of simple, wholesome nutrition.

Simple is Good joins a group of Kiwi kids, and their pet dog, as they run, skip and tumble over a rolling, rural hill surrounded by many of the wonderful things Kiwi kids can enjoy growing up in New Zealand.

Sweetshop Director Dylan Pharazyn said, "I love that a child's fun is at the heart of the idea - the simple stuff of kid's being kids and roaming about and exploring the world. It's the truth of that kind of free play that I wanted to capture".

DDB chief creative officer, Damon Stapleton, says the new brand territory for Weet-Bix is refreshingly simple.

Says Stapleton:"Simple is Good touches on a shared memory for many Kiwis, fresh air, sunshine, friends. The energy and the feeling in the spot sums up the insight at the heart of the campaign, theest things in life are simple.

"It's exciting to launch the new brand platform with our first piece of work for Weet-Bix. Our approach is centred on business growth and I'm looking forward to watching this brand grow."

Jane Grayson, senior brand manager at Sanitarium, is looking forward to the on-going launch of the new brand platform.

Says Grayson: "We are thrilled to be launching the Weet-Bix Simple is Good campaign. Weet-Bix is passionate about helping make health and happiness of all Kiwi kids simple, so this piece, full of fun and vitality, really tells this story."

Says Dylan Pharazyn, director, Sweetshop: "I love that a child's fun is at the heart of the idea - the simple stuff of kid's being kids and roaming about and exploring the world. It's the truth of that kind of free play that I wanted to capture."

The Simple is Good TVC rolled out with one 30" and three 15" versions.