In Japan, people are highly perseverant (always pushing the limit), especially when it comes to achieving a healthy lifestyle. Combined with anxiety and the pressure during Covid-19, perseverant Japanese people were feeling worn out. The brief was to overturn this kind of thinking.

Zespri believes that a healthy lifestyle doesn't always have to be painful. Just like a kiwifruit being nutritious and delicious at the same time, staying healthy can be enjoyable. So when brands started to reassure people to stay strong in their ads, we said the opposite: “Don’t try too hard.” - And that’s what people wanted to hear most.

Instead of reassuring people to stay strong, we created a song to convey our unconventional message. "Don't try too hard"

After airing the song on TVC, we provided score sheets and karaoke movies so that anyone could cover the song. Even a national pop-singer joined the movement. Others spread the message via SNS through AR filters.

Timeline : May - September 2020

Placement:TVC, Digital Movies, SNS ads

Scale:10M dollars

Lyrics:

Living healthy is important

But running is sometimes tiring

Working out is not for some people

Steep mountains can be dangerous

Foot-pressure mats may be painful

It’s hard to continue something that’s not for you

Choose something healthy that you love

Kiwifruit kiwifruit Eat Kiwifruit

Kiwifruit is sweet, ripe and nourishing,

makes you feel uplifted.

Kiwifruit kiwifruit Kiwifruit is the best

Choose something healthy that you love

Don't try too hard

Healthy continues if you love it

No.1 Loved Japanese TVC of the year (Out of 12,411 ads) (CM Databank Research).

103% Highest Sales Ever (VS LY) (Company Sales Data).

80.5% ? 85% Campaign Awareness (Original Research).

7% ? 13% Top of Mind (VS LY) (Kantar).

16% ? 25% Brand Awareness (Unaided VS LY) (Kantar)

73% ? 82% Brand Awareness (Aided VS LY) (Kantar)