CAPI Sparkling unleash 'CAPI Man' with a little help from Saatchi & Saatchi Sydney
Natural soft drinks brand CAPI Sparkling has partnered with Saatchi & Saatchi Sydney to serve up a series of quirky ad spots, featuring brand ambassador and wild jungle man ‘CAPI man’.
The first campaign by the agency since winning the account was inspired by CAPI’s philosophy that no origin is too far-flung or hostile the “Hard to make. Easy to drink” campaign aimed to find a character as random and unique as the CAPI ingredients.
“Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table,” commented director Steve Ayson,
The enigmatic jungle man now appears in four ads, interrupting unsuspecting drinkers to tell them just how dangerous producing a 100 per cent natural drink can be.
Owner and founder of CAPI Sparkling, Pitzy Folk added: “The creative took risks and pushed boundaries and I’m blown away with the final product.”
Of the campaign, Damon Stapleton, Saatchi & Saatchi ECD, said: “Great scripts, a great director, great talent and a brave client have come together and we’ve created something the entire agency is very proud of.”
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