The Jupiter Drawing Room (Cape Town) was challenged by Lucky Star to develop a new brand campaign which represents the positivity and optimism of one of South Africa's most loved, iconic brands.
The new "BE MEGA" campaign takes inspiration from the biggest differentiating factor between fish and other proteins - it has Omega-3 fatty acids, which are essential and beneficial to everyday vitality and brainpower.
The TVC shows ordinary South Africans overcoming their self-doubt to be the best they can be - that is to BE MEGA in their own special way. They are encouraged by a fictional character who pops up in unexpected ways and uses his funky megaphone to get his positive message across.
The campaign is colourful, vibrant, optimistic and fun - just like the iconic brand that is Lucky Star. The creative team hopes that in a light-hearted way the campaign can remind South Africans how cool we really are and encourage us all to BE MEGA!
Exec. Creative Director: Ross Chowles Creative Director: Jonathan Beggs Dep. Creative Director: Jen Mcfarlane Account management: Samantha Milne, Hajirah Dawray Copywriter: Batandwa Alperstein Art Director: Karabo Makenna TV Producer: Kim-Lara King
Production House: Ola Films Director: Amy Allais Exec. Producer: Olivia Leitch Line Producer: Leanne Sanders DOP: Michael Cleary 1st AD: Coenie Van Dyk
Animation and Fx: Black Ginger Editor: Emily Bussac Post Production House: Upstairs Post & Black Ginger Music: Soft Light City Sound Design: We Love Jam Stylist: David Hutt Art Department: Keenan McAdam
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