Weis Juicy Cuts drew on the musical talents of DJ/Producers, YesYou to compose the track – who then performed it live on the fresh fruit that goes into Weis bars.
The performances are made possible by combining music mixing software and nano computers that can turn any conductive object – like fruit – into a musical keyboard.
Julie Weis, joint managing director at Weis Frozen Foods said this campaign highlights a key truth about their product – that all Weis bars are made from whole, Aussie fruit: “Our ice cream is authentically made, so it was really important to us that our campaign was as well. It’s a real track, played on real fruit at a real party. And it was a great party!”
Marianne Harvey, Creative Director at Clemenger, said that a musical idea was a simple way to convey a summer vibe: “Music was a way to own the season. But Juicy Cuts is more than just a track played at a party with some tricky tech – it’s anchored in a product truth that separates Weis from the rest of the freezer,” she said.
Weis Juicy Cuts will run across a range of social and outdoor channels, alongside live radio and festival performances throughout summer.
Client: Weis Ice Cream
Joint Managing Director: Julie Weis
Assistant Brand Manager: Kurtis L’Estrange
Agency: Clemenger BBDO Brisbane
Managing Director: Rob Hudson
Creative Directors: Cristian Staal & Marianne Harvey
Creatives: Andy Geppert & Christie Meehan
Strategy Director: Gay Chinchen
Group Account Director: Christine Gannon
Senior Account Director: Jane Harding
Agency Producer: Robyn Dodd
Production Company: Kiosk
Director: Siobhan Mulready
Producer: Sara Taghaode
Post Production: Chop Shop
Photographer: Kenny Smith
Source: Campaign Brief