DDB launches Weet-Bix Simple is Good

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Sanitarium has launched a new brand campaign and TVC for Weet-Bix, Simple is Good. The TVC marks a new direction for Weet-Bix while staying true to Weet-Bix’s philosophy of simple, wholesome nutrition. 

Simple is Good joins a group of Kiwi kids, and their pet dog, as they run, skip and tumble over a rolling, rural hill surrounded by many of the wonderful things Kiwi kids can enjoy growing up in New Zealand.

The spot is DDB’s first piece of work for the Weet-Bix brand. DDB chief creative officer Damon Stapleton says the new brand territory for Weet-Bix is refreshingly simple. “Simple is Good touches on a shared memory for many Kiwis, fresh air, sunshine, friends,” he says.

“The energy and the feeling in the spot sums up the insight at the heart of the campaign, the best things in life are simple.

“I love that a child’s fun is at the heart of the idea – the simple stuff of kids being kids and roaming about and exploring the world.”

“It’s exciting to launch the new brand platform with our first piece of work for Weet-Bix. Our approach is centred on business growth and I’m looking forward to watching this brand grow,” says Stapleton.

Jane Grayson, senior brand manager at Sanitarium, is looking forward to the on-going launch of the new brand platform. “We are thrilled to be launching the Weet-Bix Simple is Good campaign,” she says.

“Weet-Bix is passionate about helping make health and happiness of all Kiwi kids simple, so this piece, full of fun and vitality, really tells this story.”

Sweetshop director Dylan Pharazyn said: “I love that a child’s fun is at the heart of the idea – the simple stuff of kids being kids and roaming about and exploring the world. It’s the truth of that kind of free play that I wanted to capture.”

The Simple is Good TVC rolled out with one 30” and three 15” versions.


Client: Sanitarium
Senior Brand Manager: Jane Grayson
Agency: DDB
Chief Creative Officer: Damon Stapleton
Creative Director: Rory McKechnie & Brad Collett
Group Account Director: Sarah McGregor
Account Director: Katya Urlwin
Agency Executive Producer: Judy Thompson
Agency Producer: Amanda Kabel
Post Production Company: The Sweet Shop
Director: Dylan Pharazyn
Executive Producer: Ben Dailey
Managing Director: Fiona King
DOP: Marty Williams & Andrew Stroud
Post Production Online: Stu Bedford
Post Production Colourist: Dave Gibson
Editor: James Ashbolt
Soundtrack/composer/music: Maxwell Scott @ www.maxwellaudio.com
Sound Engineer: James Dean @ Liquid Studios

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