Waking up the nation: Robert Harris goes back in time to see coffee’s impact on New Zealand

Robert Harris is telling the story of its founder Bob, with the help of BC&F Dentsu in a colourful, caffeine-fuelled campaign.

The 30-second TVC gives recognition to Robert “Bob” Harris, by showing how coffee woke the country up from a tea-induced slumber. In 1952, “stroll became strut, formal went fun and going steady got swiped”, as Bob was handpicking, grounding and blending beans according to the video.

Managing director of Suntory/Robert Harris, Dean Divehall, says the ad will restore Robert Harris to the hearts of New Zealand.

“We’re excited about reigniting an important part of New Zealand’s coffee culture.”

That coffee culture was highlighted last year in a survey completed by Canstar Blue. It found New Zealand is ranked the 13 highest consumer of coffee in the world—higher than the USA and Australia. We drink on average 2.5 cups per week, so it’s no surprise that in the year ended 30 June 2017, New Zealand imported 13 million kilograms of coffee, equivalent to 2.8kg per person, according to Stats New Zealand.

The Robert Harris campaign was supported by a complete overhaul of Robert Harris’ online presence by BC&F Dentsu’s digital team. The new mobile-first website is a fully responsive experience and is customised depending on the time of day. It also features a series of ‘How To’ videos produced by Content Boutique that help Kiwis craft the perfect coffee.

The work coincides with Fuman Design’s new brand identity across packaging, as well as a redesign of interior fit-outs across their cafes nationwide.

Client: Suntory Coffee New Zealand
Creative Agency: BC&F Dentsu
Producer: Volume
Production Company: Thick as Thieves
Directors: Thunderlips
Post: Perceptual Engineering
Sound Design: Liquid Studios

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