BBH BACKGROUND & CREATIVE CREDITS
Client: Robinsons Fruit Shoot
Campaign: “Juice Crew”
Brief: To build on the Skills platform that was developed last year and to increase children’s participation in new and exciting skills.
Background
• We created this campaign to build on 2009’s Skills campaign and to get more kids learning new skills on www.fruitshoot.com
• Since the campaign launched in 2009, there have been ongoing updates on www.fruitshoot.com – new content in the form of skills for kids.
• The Robinsons Fruit Shoot Skills campaign launched last summer with a TV commercial and a website, www.fruitshoot.com. The campaign starred five lovable and very talented kids.
There was no official casting call for this campaign. We did a nationwide search for talented kids – similar to X Factor where we scoured the country for the new Juice Crew! 5504 kids auditioned through live events and a further 85 uploaded their audition videos to www.fruitshoot.com. We invited the current Juice Crew (the kids from last year’s campaign) to come and view the shortlist for this year’s, before they picked the top 13 to go through to a public vote. The voting period was open for 10 days on www.fruitshoot.com and the final four with the most votes became the new 2010 Juice Crew and now star in the TV campaign.
The TV ads will air for six weeks throughout the summer. There's a full 60" film and four 20" cutdowns - one for each new Juice Crew member, each encouraging kids to go online to learn the particular skills on www..fruitshoot.com. Each of the new Juice Crew kids will have their own dedicated area on the website where they’ll demonstrate their skill and talk about their audition experience and what it's like being a new Juice Crew star..
The campaign will go live on TV on 26th July.
Creative Credits
Client: Christina Richardson – Robinsons Fruit Shoot senior brand manager
BBH Creative Team: Harry Orton & Robin Warman
BBH Creative Director: Rosie Bardales
BBH Producer: Carol Oakley
BBH Team Manager: Victoria Blackmore
BBH Team Director: Becky Russell
Production Company: Infinity
Director: Alex Turner
Producer: Charlotte Woodhead & Fran Thomson
DoP: Ray Coats
Post Production: The Mill
Editor/Editing House: Nick Allix at The Whitehouse
Sound: Aaron at Wave