AUSTRALIAN AVOCADOS

As the senior creative team for JWC, we were briefed by our client, Australian Avocados to create a 30sec TVC to inspire people to purchase avocados, even though the price was a bit more expensive that season. They also wanted a visual 'symbol' that would trigger 'avocados' in people's minds. A tough and very specific brief, yes. But we were up for it.

After presenting several exciting concepts, the client chose to go with 'Love That Avocado Feeling' – when people open a perfectly ripe, pristine avocado, they fall in love with it all over again. We created a 'heart' symbol from the physical act of opening an avocado and had visual 'triggers' throughout the TVC.

Agency: JWC

Creative Direction: Colin Watts

Art Direction: Bas Storch

Copywriting: Sam Dodson