Hunt and Brew shows Aussies that the hunt for the perfect coffee is an animal instinct in latest campaign via Sunday Gravy and director Jeff Low
Hunt and Brew relentlessly searches the world for the perfect coffee beans, then painstakingly crafts them into a RTD coffee of the highest quality – one that isn’t filled with sugar – just cold brew coffee, fresh milk and that’s it. Working with Sunday Gravy, the team recognised that actually, we’re all just trying to find the best coffee in our local area.
To launch the brand platform, ‘Always Hunting’ the team worked with Jeff Low, some nostalgic footage, and a rather unreliable narrator with an agenda to sell coffee. The result is a campaign as unique as the product itself.
Says Emily Creer, senior brand manager, Hunt and Brew: “We’d been honing in on the right strategy and campaign to launch Hunt and Brew for a long time, and when we met with Sunday Gravy, we knew we were finally onto something special. We’re all incredibly proud of the product we make, and the concept the team put forward immediately felt on the same level.”
Says Ant White, creative founder, Sunday Gravy: “Every step of the way the Hunt and Brew team challenged us and inspired us to go further. They knew the biggest risk wasn’t how far we pushed the creative, but not pushing it enough. Working alongside Jeff Low, we knew the latter wouldn’t be an issue.”
The full campaign will roll out nationally across TV, VOD, programmatic OOH, street posters and socials.
Agency: Sunday Gravy
Director: Jeff Low
Production: Rabbit
Stills Retouching: Electric Art
Client: Senior Brand Manager – Emily Creer, GM Marketing – Nicole Ohm, Chief Growth Officer -Doni Savvides
Media agency: Wavemaker Perth
54 Comments
Is very, very good.
Ever.
Have to wonder though whether that’s an amazing accomplishment in itself.
Simple setup and each one makes me chuckle.
The comedic timing in this is excellent. Maybe a difficult script to sell-in too with so much riding on the execution of the narration? Lovely work.
So much effort went into the comedic timing. Just brilliant.
or more of a cold coffee drink
I think it needed more jokes in the vids, the script was too much the same
Different idea though and I like the posters
Good writing.
This is brilliant.
Without quite as much dynamite
I actually laughed out loud at the hawk line. This is really fun work.
So in AWARD school one of the first things you’re taught is that an insight is a ‘novel observation or truth that can’t be argued with’.
Sunday Gravy: ‘BEARS SEARCH FOR COFFEE!’
did you do the same script four times?
So diff for the category
Love it
Really enjoyed this.
One might argue the insight in this is something along the lines of “animal hunting instinct hasn’t changed for modern humans, just replace ‘meat’ with ‘coffee'”.
One might also argue that AWARD School isn’t the be-all-and-end-all of effective advertising. This is funny, distinctive and will probably work.
It will probably work convincing a few unworthy jurors that it’s worthy of a bronze möbius but it won’t convince the three people who see it in Broome to buy cold coffee.
I like that such a seemingly simple concept has to be explained and ‘argued’. Great work.
Dig this. Reckon it’s still a great use of Jeff’s talents even though it’s not shot with the latest whatchamacallit.
I love that it wasn’t shot at all. The footage was simply bought and edited by an editor. Amazing!
Jeff’s VO work is great, he should quit directing and just write and voice ads from now on.
Everything about this is lovely. Great job.
Refreshingly Frank meets Mike’s Hard Lemonade. What’s not to love?
So different to anything else in category. Great ads !
I’m sure there’ll be a borrowed interest category in this years Award.
Would have been much better with some different executions instead of the same thing repeated over and over again.
It’s lovely. simple idea, fun writing, looks good. Also thought the tennis work from last week looked great. Nice work Gravy Boats
Damn that stock footage looks great doesn’t it. How did you get the grade to look like that?
Instagram filter?
Original thought, script and treatment.
Especially love the repetition.
Very strong! Well done Jeff, Sunday Gravy. But mainly the client who went with this. Would like to see the storyboards / see how this was sold in.
I’d love to see the stock footage storyboards too. Must have been meticulously preplanned.
Thoroughly enjoyed watching every spot. The close up of the croc’s eye gets me. It’s weirdly sophisticated. Great work everyone involved
If you’ve ever written a successful effectiveness paper – you’d know that a lot of the time your armchair textbook insight analysis isn’t always what leads to effective work – sometimes it’s just a tangential, bullshit thought that leads to some work that actually gets noticed and remembered (especially in FMCG) and sells some product. I think this work might just do that, if there is a decent enough media buy behind it. Consumers don’t give a crap about award school insight definitions.
But who actually wrote this?
This is incredible. Big fan. Great job.
I might give up ads now. This is unbelievable work from one of the top ten ad directors in the world. Can’t wait to see it on his reel.
But these wreak of proactive work where there was no budget.
Just not enough budget to shoot anything, fly the director to Australia and pay American director fees at the same time. So the obvious answer is stock footage.
Love it. Filthy panther and Hawk for the win.
I just want to know who wrote the copy? Brill.
And who’s the VO talent?
I didn’t know they let pedantic strategists into AWARD school.
First saw this on free to air telly.
It was bloody brilliant in that context.
Two mates who don’t work in the industry said ‘That was a good ad’.
Hats off.
Stoner advertising (high praise) for sure.
So so good.
on your own work.
Director rewrote and recorded VO.
Editor, edited stock footage to said VO.
So what exactly did the agency do?
For that matter why was one of the most expensive overseas ad directors hired to do this?
It’s decent, but by god it’s simple. Yes?
Where did the production budget go?
That’s a good thing right?
Yes but what was the budget spent on?
Premium American director fees?
What did the agency actually do?
What did the director do again?
It’s rare to see an A grade director from America put their heart and soul into a simple ad made from stock footage for Australia. They must have truly loved the VO and the extraordinary concept to lend their name to the campaign brief headline for the marketing. I heard they did the VO themselves too.
Great work all involved. Bravo.
Not funny, script average, branding ok.
It’s average at best.
This is one of the dumbest comment sections I’ve seen in a long time.
It would appear they had a small budget and stock footage and somehow managed to miraculously wrangle Jeff Low to make a fun campaign out of it.
That should be a win in anyone’s books.
Are you saying it would have been shit without Jeff Low? I thought creatives could hire any old director and make gold based solely on the writing and idea? And no other director in Australia can make a very simple stock footage ad with voice over?
What exactly did the agency do, and what exactly did Jeff do? And how was Jeff wrangled?
I’m very confused.
Taste.
This is awesome. Congrats to all involved. Especially the filthy panther.
I wrote and directed this. Tricked you all.