Calypso Mangoes crowned the must-have summer accessory in new campaign via Elevencom

Calypso mangoes have been relaunched as the totally irresistible taste of summer in a new campaign created by Elevencom and Wavemaker Brisbane for client Perfection Fresh.

 

The new campaign is built on the insight that Australians are becoming increasingly competitive as they enhance their holiday season with fashionable summer accessories, whether that’s colourful cabanas, beach trolleys or novelty inflatables.

The core creative idea springs off this insight to demonstrate that, with more mango and less seed, Calypso is actually the must-have summer accessory that beats all others.

The hero film, directed by Jonathan Nyquist through Taxi Film Productions, features a bunch of beachgoers who demonstrate their devotion to the mouthwatering fruit by competing in an impromptu “mango-off” fuelled by playful envy, where the winner is the person who arrives at the beach with the most Calypsos.

Imogen Speck, Brand Manager at Perfection Fresh, said the new campaign links the Calypso brand with the core rituals of the Aussie summer.

“We’ve all noticed the playful competition taking place over recent summers as people try to out-do each other with the latest summer status symbols.

“The campaign is a reminder that, no matter how impressive your cabana, you can’t beat the quintessential summer experience of slicing open a delicious Calypso mango.” Speck said.

The integrated media campaign launches with a high-impact burst led by screens — spanning TV, BVOD, SVOD and digital video — supported by outdoor (roadside billboards and transit), retail media and social activity to ensure the brand is unmissable this summer.

“We’re bringing the irresistible taste of summer to life across every moment and consumer touchpoint — making Calypso unmissable this summer,” said Imogen Speck, Brand Manager.

Client: Perfection Fresh
Luke Gibson – Chief Marketing & Innovation Officer
Kristie Emerson – Group Marketing Manager
Imogen Speck – Brand Manager

Agency: Elevencom
Ryan Fallowfield – Director, Creative & Branding
Jono McCauley – Director, Creative Strategy
John McLachlan – Director, Operations
Susan Dearn – Senior Art Director
Claire Bragg – Senior Account Director

Media: Wavemaker
Courtney McBryde – Group Business Director
Georgie Wicks – Associate Client Director
Alicia Hayman – Digital Director
Shanu Kumari – Digital Manager
Stewart Lucas – Digital Executive
Madi Eyre – Investment Executive
Paris Comiskey – Investment Coordinator

Production Company: Taxi Film Productions
Director: Jonathan Nyquist
Producer: Mark Bishop
Music: Steve Balbi
Sound: Take 2