International Creative Director Chris Robertson. Cannes-winning ideas, global brands, creative leadership and a habit of finding the answer nobody expected.
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The Problem

Crumpton Oaks had an awareness problem in a category drowning in orchards, apple picking and rolling countryside. The brand itself said it needed to become famous, quickly.

The Shift

If every cider brand was heading for the countryside, we'd head in completely the opposite direction.

From country cider to urban culture.

The Idea

Straight Outta Crumpton.

A cider ad disguised as a hip-hop video: lowriders, grills, breakdancers, animation and an original reworking of one of music's most recognisable cultural references.

All while sneaking the actual product story into the lyrics.


damn
sup
straight

From Campaign to Culture

It became Crumpton Oaks' first ever TV campaign, expanding across TV, VOD, OOH, radio, social and Spotify. More importantly, it created a distinctive creative territory the brand continued to build on: the subsequent Happy Applecore campaign was explicitly described as building on the success of Straight Outta Crumpton.

crumpton

WITH: Chris Robertson, Tim Jarvis,  Michael Greenhalgh, Ruan Vermeulen  (Rave Growl). @McCANN Birmingham, UK.