Bulmers £2m campaign showcases the pride and passion that Bulmers has for its orchards as well as the cider apple growers behind them, as the trees come into blossom and the apples begin to grow.
Launched a few weeks ago, the campaign celebrates Bulmers’ two newest ciders which have been co-developed with entrepreneurial apple cider growers, Kier Rogers and Sarah Hawkins, on their Herefordshire-based farms.
The Campaign had two parts – Live from the Orchard & Orchard Moments so we decided to split into 2 Units.
Unit 1’s task was to set up a multi camera live stream from the 2 separate orchards. The aim was is to transport consumers right into the heart of Herefordshire, in a living and breathing orchard. So we set up 2 cameras to observe the Orchard as the day, the weather and the light would change around it. The results would then be streamed to big screens in the UK’s largest shopping malls, train stations and city centres.
Here’s a mock up of 4 of our digital 6 sheets across both Orchards – Sarah’s & Kier’s – lined up side by side to show time of day.
Here’s where the content ended up.
Unit 2: Create 7 Social Ads – Initially we had devised a team to capture shoot for a film called Orchard moments – and this was a 2 minute film that captured all aspects of the Orchard we wouldn’t have seen in the Live Stream. Utilising the best light, different weather conditions we were also searching for any wildlife that passed through. We wanted a small and agile crew so Max Smith was my DOP of choice – his knowledge & eye for wildlife was perfect for this – his dedication to the early starts and late finishes resulted in capturing some really unique moments. Particularly he spotted a number of wildlife trails and identified the best places to set up. Whilst most of the crew were fast asleep – max was out at 4am shooting Hares before the sun came up. Jackpot.
Whilst shooting Orchard moments however, the creative idea for this content took a bit of a U-turn and we ended up needing to create around 7 x 12″ films as Facebook ads. Fortunately being so small and nimble, we were able to adapt quickly and were able continue shooting for Orchard moments with minimal set backs but with a new output in mind.
Here’s a collection of my favourite moments captured across the Social Content.
Below are the 2 films that are currently running on the Bulmers Facebook page, with over 400,000 views and climbing:
1.) “Rushhour in Hereford”
And 2.) “Crime Rates are up!”
More to be updated as they go live!