Vincor Canada hired us earlier this year to create a new campaign for their Growers Cider brand, Canada’s #1 cider brand.We created this trans-media idea based around the simple concept that since Growers Cider is all natural, it would appeal to the most natural of people – naturalists.
Fun ensues.

HQvB partner Mark Tawse-Smith, who led creation of the campaign, says “We were excited that Vincor bought such an impactful campaign that crosses from traditional to digital media seamlessly. It really is a good example of the trans- media philosophy of HQvB. We’re hearing lots from our media partner in BC that the campaign is being talked about locally. We even been contacted by another company who wants to get involved with a cross-promotion. So everyone seems to think we have a hit on our hands.”

Vincor’s Brand Manager for Refreshment Brands Nadine Iaccoca says that the campaign is
“just what we were looking for from a leading edge agency like HQvB. It’s segment busting creative that not only works hard to get noticed, but gets that notice for the right strategic reasons. It really is the best of both worlds – strong insight combined with jaw-dropping creative execution.”

Tawse-Smith explains that, “it wasn’t an easy task to pull off the campaign, but we have great partnerships with companies like Westside Studio and Lollipop Digital who, with us, came together to make it happen on budget. Everyone wanted in on the idea, so we all invested in it to pull the campaign off. Which is nothing new these days. Welcome to 2009.”

So far, the micro-site has had hundreds of people “nudify” their photos, and thousands of people involved with the brand. The campaign has garnered international media attention and early reports are that the brand is doing better than ever.

Click on the thumbnails below to view the  campaign.

And visit growerscider.com to nudify your photos.