Alexander Rose

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Get Fresh campaign: go behind the scenes

author philippa

We unleashed Dave and Aaron, the heroes of our ‘Get Fresh’ campaign for Caffe L’affare, on the unsuspecting public earlier this year. Take a behind-the-scenes look at how we brought the concept to life…

1 The concept

Laffare coffee is truly a ‘made by real people’ product, so Dave and Aaron, part of L’affare’s Auckland team, were a natural fit to represent the brand. Each month Dave and Aaron appear in a café or restaurant doing something cheeky (getting fresh) related to what’s going on in the world that month. The first month of the campaign coincided with the royal wedding.

Our concepts always begin their life drawn, by hand, on paper. When time is short, or concepts too expensive to mock up – eg: in this instance, new photography had to be commissioned – then hand-drawn scamps can make it all the way to the client for consideration. In a world where we can make anything look polished and perfect thanks to the magic of our Apple Macs, this can be a truly satisfying process: sure it’s rough, but the idea is king.

(NB: For this campaign, 4 completely different concepts were presented, and this one was selected by our client).

2 The visual

Whether a visual is hand-drawn or fully computer mocked-up, it can’t truly be evaluated until it’s seen in context. This visual was presented to our clients in it’s first placement, in Metro magazine.

3 Preparing the props

This ad required new photography and props. Organising photoshoots can be an art in itself; gaining consents, coordinating locations, models, photographers, art directors and props. Luckily with this shot, being an interior shoot, we didn’t have to coordinate with the weather! We sourced union jack bunting and had bespoke t-shirts made.

4 Setting up the shoot

We can’t deny that there was some lively discussion as to who was wearing which t-shirt, but Dave and Aaron were great sports. Setting up location based shoots takes time, and Dave and Aaron got into their new gear while the lighting was being set up…

5 Ready to shoot

… by the very talented photographer Ross Brown seen here.

6 The final shot

Most of the retouching done on this image was simplifying the complex background, and despite not being professional models, the L’affare boys did a great job. Nice one Dave and Aaron!

7 The finished ad

Dave and Aaron love a good wedding… just in time for the nuptials of Kate and Wills.

The campaign runs over 12 months and along with press ads, the campaign will feature on billboards and will drive related email and social media campaigns.

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