Ad Nut
May 3, 2018

Rebranding campaign urges you to 'Smash an Avo'

Campaign from Ikon Sydney claims avocados make everything better, features brand ambassador 'Hugh the Jack Man'.

Goodness knows avocados could use a little PR after they were unfairly tarnished through association with gormless millennials and their toast*. Whether this work from Ikon Sydney for Hort Innovation’s Australian Avocados brand will do the trick remains to be seen. 

It's fun for sure, but Ad Nut is not really buying the tongue-in-cheek claim that avocados make everything better—except in the case of that fabulous avocado couture seen at the 15-second mark. 

The work is Ikon Sydney's first campaign since winning the business in a pitch earlier this year. Ikon handled strategy, media, creative, brand identity, social and digital services.


Client: Hort Innovation
Marketing Manager: Avocados: Claire Tindale-Penning
Head of Marketing: Elisa King

Agency: Ikon
Chief of Integrated Services: Natalie Musico
Ecd: Rob Martin Murphy
Creative Team: Matt Smith, Dave Heytman,
Head of Creative Management: Anna College             
Senior Account Director: Andy Morse
Media Director: Emile Van Schalkwyk
Head of Strategy: Hugh Mcgilligan
Strategy Director: Abbie Love
Head of Content: Maria Casas
Design: Jenie Johnston, Paris Giannakis (Logo)

Production Company: Photoplay
Director: Gary John
Senior Producer: Bonnie Fay
Executive Producer: Oliver Lawrence
Dop: Rob Marsh
Food Stylist: Janet Mitchell
Production Designer: Alex Holmes

Wardrobe Designer: Amelia Gebler
Director (Recipe Content): Nino Tamburri

Post-Production: Hogarth
Executive Producer: Samantha Daley
Post Producer: Erin Mcgookin
Editor: Joe Morris
Colourist: Trish Cahill
Online Editor: Hugh Seville

Sound: Nylon Studios
Sound Design & Mix: Stuart St.Vincent Welch

Recipes & Food Photography: Whisk Media Group

* In case your sarcasm radar is malfunctioning, Ad Nut wishes to make clear Ad Nut's position on millennials: They have been unfairly maligned, just like pretty much every generation before them, but still. It's tiresome.   

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