Smiths wanted to tell a holistic story through content from the stories of the farmers who grew the potatoes to the moments that put smiles on peoples faces when sharing their chips.
We all have special moments, everyday. There are moments shared as the families on the farm grow the potatoes and also take time out to enjoy the end product to moments shared in all kinds of situations with family and friends. When a bag opens or a crunch is heard, you can’t help but be drawn in.
First we traveled to the far south of NSW where the land meets Victoria: We spent a day with the Hope family, which includes four generations of farmers who have provided potatoes to Smiths for over 40 years. We captured every moment from sun up to sun down to create a film that would hero the passion and commitment that went into growing the produce for Smiths.
This hero film and a suite of cut downs were released in September 2022.
We then collaborated with the Smiths marketing team to create a new series of short form content to extend the Smiths TVC campaign. Smiths wanted to connect the story of growing the potatoes to moments in life shared with a bag of Smiths.
In this series we moved from the Smith’s farm to the ‘Best Time” . Bringing to life a range of moments: road trip, packing school lunch, friends watching the footie, a family backyard get together.
Using our agile production model, we efficiently cast, created, directed and produced four films and cut downs shot across just one day.
Lunch - https://vimeo.com/836358528/9042ef3f23
Backyard - https://vimeo.com/836357719/5283f3cbf8
These are being promoted across socials in 15 second form, with an additional campaign of 6 seconders constructed from the original farmer shoot to drive additional cut through and connection
The farmers story film delivered an ad recall of 9.2% while in brand health:
Bridget McBridge - Senior Brand Manager:
“3rdspace are an amazing team to work with, they really understood our brief and brand so quickly that we were able to deliver great content!”