Thinkboxes May 2009 Winner: Robinsons ‘Be Natural’ by BBH

Robinsons has clinched the Thinkboxes award for May with a clever bird-themed ad backing the launch of its Be Natural fruit squash.

The 40-second execution tells the story of a busy mum, returning home to prepare to welcome her children home from school. She tidies up, prepares Be Natural for the kids, then grabs a few seconds to herself to flick on the TV and read a magazine.

The twist is that the ‘mum’ character is played by a real bird. She flies into her treetop birdhouse, the interior of which resembles a miniature human home complete with IKEA-style furniture.

The house was custom-built and the bird trained specially for the ad. The concept was designed to highlight the squash’s natural ingredients and explain that it must be kept chilled.

geraldine_phillips

Britvic has a strong innovation and marketing programme, which ensures that family remains at the heart of the brand. This ad is just one part of that,’ says Geraldine Phillips, Robinsons senior brand manager.

Geraldine Phillips Robinsons senior brand manager

The spot generated plenty of buzz online as consumers tried to identify the type of bird in it.

The ad took top spot ahead of Virgin Trains’ ‘Booty train’ ad, which offers a light-hearted take on sexual innuendo implicit in train travel, and Coca-Cola’s ‘Organ player’ spot, which features an eccentrically dressed musician-asmagician playing a customised keyboard in which the notes are produced by furry creatures that sing when given the right stimulus.

Client Geraldine Phillips; Ad agency Bartle Bogle Hegarty; Creative team Dave Monk, Matt Waller; Production company Rattling Stick; Director Andy McLeod

Other ads on the podium

Virgin Train – Booty Train (2nd)

  • Creative agency Miles Calcraft Briginshaw Duffy
  • Creative Danny Brooke-Taylor
  • Client Sarah Copley
  • Production company Partizan
  • Director Traktor

Coca-Cola – Organ player (3rd)

  • Creative agency Mother
  • Creative team Mother
  • Client The Coca-Cola Company
  • Production company Big Pictures
  • Director Dougal Wilson

Also shortlisted

Irn-Bru – Musical

  • Creative agency The Leith Agency
  • Creative team Mark Davies, Michael Kinlan
  • Clients Hamish Thomson, Martin Steele
  • Production company Mallinson TV Productions
  • Director Martin Wedderburn

Ladbrokescasino.com - Lemur

  • Creative agency M&C Saatchi
  • Creative team Dan McCormack, Luke Boggins
  • Client Andy Harris
  • Production company Outsider
  • Director Scott Lyon

Click here to see who won the previous award

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