Unevolved humans drag around on the ground until our heroine climbs up to grab the apple fruit of knowledge.
BMF Creative Director, Simon Langley, says the campaign poses an alternative reality to the rise of human kind.

“Eating the apple gave humanity knowledge and power over all other creatures on earth. But imagine if another creature had eaten the apple first - they would have ruled the earth. Scary thought...”

Client: Lion Nathan Australia
Agency: BMF, Sydney
Production Company: Goodoil Films
Warren Brown (Executive Creative Director)
Simon Langley (Creative Director)
Richard Morgan (Associate CD / Copywriter)
Nils Eberhardt (Art Director)

Group Account Director – Nick Garrett
Account Director – Lenya Kovacevic
Account Manager – Elisabeth Spence
Executive Planning Director – Jeremy Nicholas
Strategic Planner Director – Simon McCrudden
TV Producer – Mandy Payne
Production Company Producer – Sam Long

Sound Studio – Song Zu
Post-Grade – The Lab
Post-Online – Fin Design
Music Composer – Elliott Wheeler
Visual Effects Supervisor – Justin Bromley
DOP – Danny Ruhlmann
Editor – Stewart Reeves (Guillotine)

Media planning and buying:
Agency – Zenith Optimedia

Digital Agency – Holler Sydney
Creative Director – Tim Buesing
Lead Designer – Chris Jeffree
Copywriter – Tony Wild
Senior Project Manager – Mic Wernej
Senior Account Director – Suzette Mackenzie
Junior Account Manager – Dom Felton
Head of Influencer Marketing – Matt Kendall
Interactive Developer – Lukasz Karluk
Visual Effects Designer – Razif Djamaluddin
Senior Flash Developer – Tim Drew


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.