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 Director : MICHAEL SPICCIA 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.