Late last year, Saatchi & Saatchi was appointed as cider brand Orchard Thieves' lead creative agency and now, the agency has rolled out the out-of-home elements in its first campaign, ‘Bring the Fox’.
Spanning across New Zealand and Australia, the billboards feature people enjoying the cider and showing their VIP status while wearing a fox-shaped mask.
Guy Roberts, joint ECD at Saatchi & Saatchi says 'Bring the Fox’ is all about unleashing that audacious and confident side of ourselves; an alter ego who seeks out opportunities and believes rules are best left for sheep.
"We’ve had fun bringing this persona to life and we’re excited about what’s coming up," he says.
Next month, a digital and activation layer will be added to the campaign.
DB Breweries marketing manager of cider Dave Norman says it's looking forward to bringing the fox in both New Zealand and Australia.
"We think the work done by Saatchi’s was spot on in helping us to achieve our objectives,” he says.
As well as a new campaign, the bottles have had a make-over, with the previous colourful fruit images swapped out for one featuring the fox and an orchard.
Orchard Thieves was first launched by DB in late 2013, with branding developed by Running with Scissors. Contagion has worked on the social side of the account for some time and will continue to do so.