Merv’s Jonathan May travels around Australia to capture ‘Real Stories’ for new Coles campaign
Merv director and photographer Jonathan May has travelled around Australia creating the latest campaign for Coles, which focuses on the ‘Real Stories’ of a diverse and wonderful range of some of the many Coles farmers and growers.
May has used his extensive experience of working with real people, to give these films authenticity, as well as creating some captivating imagery.
So far he has made six two-minute films and multiple stills over the last few months and is slated to shoot more, as the campaign has been such a fantastic success for Coles.
The first film follows Ridley Bell of Mountain Blue Farms, who are a massive supplier of Blueberries to Coles. Viewers discover the huge role Ridley has played in developing the humble blueberry into the well known product it is today.
In the film highlighting beef, viewers meet cattle farmer Tim Wilson from Victoria and get to know the care and passion that goes into what he produces and about how important sustainability is on his farm.
The prawns film sees the team of Australia Fisheries, travelling to some of the Northern most parts of the country aboard a prawn trawler. Viewers discover the amazing process of sustainably caught Aussie Banana Prawns.
Client – Coles
Agency – Medium Rare Content Agency
Head of Creative Production – Chantelle Love
Content Specialist – Julie Lee
DP/Drone – Dan Proud & Black Marlin Visuals
Editor – Tim Chivers
Colourist – Marcus Friedlander
Sound Design – James Martell
Production – Merv
For all inquiries contact Tim Berriman – tim@mervmakes.com
6 Comments
This is a space owned by The Fresh Food People .
Woolies have been doing these very same films for years as part of their ongoing and successful
Fresh Market Updates campaign featuring growers from all around Australia.
C’mon DDB,how about some new thinking?
Lets not throw the term documenting around so loosely. The entire thing feels faked.
My word. Woolies did exactly the same Ad a few years ago. A doco styled spot about a Blueberry supplier albeit the Woolies one didn’t take itself so seriously and the Sikh Farmer was a lot better character. Plagiarism is the best flattery?
Opening with the logo is a nice touch it really improves the idea.
The credits say Medium Rare not DDB or Smith Street as the agency. Who is Medium Rare.
Medium rare is a publication that the MLA used to make. So basically this is a puff piece for MLA. And again, its how some try to mask up a low end shoot as a high end shoot.