SunRice launches new ‘It’s not the same without SunRice’ brand platform + campaign via Disciple
Disciple Sydney has created a new brand platform and campaign for foundation client SunRice.
Based on the insight that some consumers take rice for granted and forget how it marries with some of Australia’s favourite dishes, the campaign highlights situations where a meal wouldn’t be the same without SunRice.
Says Pete Buckley, creative partner, Disciple: “It’s not the same without SunRice is such a simple but incredibly powerful idea and a reminder that most dishes in people’s food repertoires wouldn’t be the same without SunRice. It taps into a truth that we can bring to life in many ways over many years.”
Says David Keldie, GM, SunRice Global Consumer Markets: “Disciple and SunRice have a long history. Their experience and understanding of our business is very valuable to us. The “It’s not the same without SunRice” campaign is the next chapter, and in my opinion the best yet”.
Agency: Disciple
Creative Partner: Pete Buckley
Creative Partner: Tim Brown
Creative Team: Simon Veksner, Paul Suters & Pete Sherrah
Head of Client Service: Libby Weston-Webb
Account Manager: María José Amezcua
Client: SunRice
General Manager: David Keldie
Senior Marketing Manager: Jennifer Osborne
Senior Brand Manager: Vittoria Desiati
Brand Manager: Peta Thomas
Production Company: Guilty
Director: Tony Rogers
Producer: Tori Schaw
Executive Producer: Jason Byrne
Editor: Tim Parrington
Post: The Refinery
Audio: Nylon Studios
Music: Charlie @ Nylon Studios
31 Comments
Just wow
A guy serves his family dinner.
They ask for some rice.
And then… he gives them some rice.
Roll credits.
Another ad that shows working in advertising just isn’t worth it anymore.
I bet the creatives worked massive hours and presented some amazing concepts only to end up with this shite.
Heavy hitters involved all the way from creative to production…and this is it?
My brain hurts.
And all your good ideas are getting made?
It’s the industry these days. The work clients want is safe and dull.
From their glory days of doing amazing Toyota spots at Saatchi’s to THIS.??!!! it’s boring as bat@#$t boys. You’re better than this.
“Where’s the rice?”
Where’s the idea?
It’s a shit ad. But advertising is a shit industry these days. Like said above I bet these guys have loads of fantastic ideas but the client canned them.
Blander than a bowl plain rice. Even the punters will get nothing from this. Why would you PR such rubbish?
This is career damaging. PRing this garbage is career suicide.
Hey @your next job
they don’t need another job bro. They have a wonderfully successful company, many many trophies, and happy clients. Your spite reflects your lack of success.
Salty! LOL
“It taps into a truth that we can bring to life in many ways over many years.”
Wish you’d brought it to life a different way, this year.
People putting their wet phones in the rice I’m about to cook is a very common problem that happens to me nearly every time I cook rice.
Such an annoying, real-world problem.
So glad it’s finally being addressed.
@Your next job
jeez, they’re not that bad. Hardly ‘career suicide’.
Still, they’re certainly not PR worthy. But what is these days?
“Based on the insight that some consumers take rice for granted…”
Ummmm.. Deep.
Was there no planner involved in this or did they just refuse to put their name to it?
“Based on the insight that some consumers take rice for granted…”
Ummmm.. Deep.
Was there no planner involved in this or did they just refuse to put their name to it?
https://www.youtube.com/watch?v=f6tfI8pmoLU
Utter poop. And it took three “creatives”?
Dudes sister looks really nervous, I reckon she knows the spot will be pulled apart on CampaignBrief
For the worst ad of 2017.
Might even challenge 2018.
Why even bother with things like AWARD school and the like when this is the standard of work that clients want?
Man advertising is a shite job if you thought you were going to something “good”.
We should just stop caring, stress less, and work 9 – 5 like any other job and stop pressing things are “creative opportunities”.
The effort to results ratio in advertising is way, way off.
Won’t happen.
Senior management and stakeholders of advertising agencies exploit creatives with the possibilities of shiny awards so that we work more for less.
Awards are the carrot that keeps us all working crazy hours for less money.
We think we’re the smartest, but we’re not. Awards prove this.
Could it also be because of the lesser budgets (bigger stake-holders)? Lesser budgets means lesser and more inexperienced account service people, who don’t know how to support and sell in the creative.
To infer that a junior account person couldn’t sell-in the better scripts put on the table is ridiculous! Pete and Tim would have been all over this job and most probably sold it in themselves. They’re happy with the outcome and that’s why they PRed it.
The creatives who worked on this need to study the One Night in Mexico ad for several weeks to understand how to do advertising.
Fail.
Holy shit, this is the worst ad I’ve seen in a long time.
Absolutely nothing happens.
Why would you put your name to this?
What the heck is that music?
And why do all family members from different backgrounds? At least cast people that could pass for a family.
What a sad state our industry is in if this work passes as “creative”.
Back to AWARD school boys.
These ads make me feel better about how bad my own are.
Cheers.