303 TAPS ROLF HARRIS TO TOP UP 2&5

On behalf of the Cancer Council of WA and Diabetes WA, 303 has launched the fifth phase of the Go for 2&5® nutrition campaign and has tapped London-based Australian icon artist Rolf Harris to star as the next vegie character. This year’s theme is ‘Top up to 2&5®.’

Following in the footsteps of fellow celebrities Barrie Humphries’ Dame Edna, Aristos, Noni Hazelhurst and Ernie Dingo, Rolf’s vegie man will appear in all elements of the campaign including the TVCs as an artist who paints himself – and plenty of produce – into famous paintings. Featuring bean sprout hair, orange ears, a watermelon face and a cauliflower beard, Rolf motivates everyone in WA to add just a few more fruit and vegies every day.

303 Perth’s Managing Director Alan Taylor said that this is a very important evolution of the campaign.

“We have had a lot of success in increasing consumption over the years, but to keep going, people need to understand that, while they have done well, they need to eat the full two serves of fruit and five serves of vegies every day in order to reap the full benefits plus reduce the risk of chronic disease.  ‘Top up to 2&5®’ is acknowledgement of their efforts, but seeks to educate the short and long-term benefits and improve the value perception of fruit and vegetables.

“It is also testament to the strength of the original idea developed by Lindsay (Lindsay Medalia, Creative Director of 303 Perth). After six years, we are staying true to the original concept and it still resonates. I am not sure how many other campaigns you could say that about.”

Go for 2&5® Campaign Manger Jenny Atkins enthusiastically supports the next phase of the campaign.

“Following on from the previous success of using celebrities to promote the campaign, we are looking forward to the public’s reaction to the new ‘Vegie Rolf’ commercials. Encouraging West Australians to become a perfectly balanced picture of health like Rolf would be a great achievement for the new phase of the campaign. ”

In addition to TV the campaign is supported by an online package with ninemsn. The TVCs start on air this week across WA and will run for 3 weeks with the campaign extending until June 2009.

CREDITS:

Client   The Cancer Council WA

Creative Director  Lindsay Medalia – 303

Creative team  Dav Tabeshfar – 303

Strategy   Alan Taylor – 303

Agency Producer  Phoebe Dunn and Belinda Hawkins – 303

Account team  Emily Woods and Kelly-Anne Davis – 303

Animator   Neil Goodridge – BOING

Audio Director   Ralph van Dijk – Eardrum

Sound sweetening  Brad Habib At Soundbyte

Voice over  Rolf Harris