TBWA\Hunt\Lascaris receives highest accolade from SABMiller
At this years SABMiller Mercatus Awards, TBWA\Hunt\Lascaris beat 28 agencies internationally to win the overall 360 degree communications award for their the tongue-in-cheek Brutal Fruit campaign. The awards recognise the best campaigns done for SABMiller products on an international scale.
TBWA\Hunt\Lascaris's campaign helped move the brand from the eighth most popular flavoured alcoholic drink to the second most popular in South Africa. The campaign revolved around a series of cheeky television adverts. One showed a mango photocopying its bottom. In another a man ogled a centre-page spread which turns out to be a delicious-looking litchi, instead of a naked girl.
Taking the theme further, a print spread in Cosmopolitan magazine showed a series of avant-garde images placing fruit alongside beautiful women. Instead of the focus being on the women, however, it fell on the fruit.
In support of this campaign, TBWA\Hunt\Lascaris's sister company Digerati took the theme of naughty fruit online with a chat-room where Brutal Fruit's target market could flirt shamelessly under the banner of the Brutal Fruit Flirt Championships.
"It is fantastic to be recognised by ones client," commented Marie Jamieson, CEO TBWA\Hunt\Lascaris.
