There's a lot of talk about ad agencies creating new, useful products, rather than just creating ads. And Contagion has tried to add a bit of novelty value to the weed spraying market—and a bit of fun to a mundane weekend chore—by creating a very literal version of a spray gun for Kiwicare's Weed Weapon.
http://vimeo.com/50661085Kiwicare chief executive Matthew O’Brien says the insight behind the new campaign is that guys don’t want to spray weeds, they want to waste them.
"And the truth that inspired everything from the gun bottle they designed, to the name ‘Weed Weapon’ and, of course, the advertising. Contagion quite rightly pointed out that all products in this category currently look the same on shelf and no one knows what to choose."
Deputy creative director Verity Dookia says it’s not often you get the opportunity to help launch a product from its very beginning. And this was made possible by working very closely, collaboratively and openly with O'Brien and his team.
"Given that this is their first brand campaign, it’s a great sign of things to come."
The TVC, which plays on the classic Dirty Harry line, features some gratuitous explosions and was made by Curious, is one of the first ads on the CV of Outrageous Fortune star Tammy Davis, adding to his work on the recent Rexona viral.
Creative Director: Bridget Taylor
Creative Team: Verity Dookia & Dan Walton
Designer: Phila Lagaluga
Bottle design: 4ormfunction
Client Partner: Emma Woods
Agency Producer: Jodie Hari
Film Company: Curious
Director: Tammy Davis
Producer: Dan Higgins
Executive Producer: Matt Noonan
Sound: The Coopers of Franklin Road
CEO: Matthew O’Brien
Marketing Manager: Fiona Platt
Assistant Brand Manager: Michelle Malone