how do you hommus?
CLIENT// obela
Obela, the #1 dip brand in Australia, partnered with Now We Collide to launch a new integrated campaign for their range of hummus products. To drive continued growth and cement Obela's leadership position, Now We Collide reinvented the question of "How do you hommus?" - a campaign celebrating the diverse and exciting ways to enjoy Obela hummus.
Leveraging Obela's brand purpose of bringing the flavors of the world to life through fresh, wholesome dips and spreads, Now We Collide created a campaign strategy focused on tapping into hummus' versatility. By showcasing Obela hummus as an ingredient that can be used creatively in snacks, meals, special events and more, with the strategy aimed to increase product trial and build brand love.
Scene 1: Int. Kitchen Three Obela Hommus SKU’s sit on the table. DAD drizzles olive oil over an opened container GFX: So How Do You Hommus?
Scene 1: Int. Kitchen Three Obela Hommus SKU’s sit in preparation for a day/night of entertaining guests. DAD drizzles olive oil over an opened container in prep for a party. MUM tries to sneak a dip but DAD manages to stop her. They both laugh enjoying the moment, Clever transition from Obela product to reveal next scene - could be camera WIP or circular movement
Scene 2: Int. Lounge / Study As the camera WIPs around to reveal product and scene, we see A WOMEN working from home slide into her desk chair. She clicks onto a video call and sneaks in a scoop of Obela Pine Nut Hommus. The plate has some vegetable crudites and corn chips.
Scene 2: Int. Lounge / Study We cut to a top down of the desk and reveal an Obela Pine Nut Hommus already there next to her note book, mouse, keyboard, laptop etc. We see her hand place the plate next to the Obela.
Scene 2: Int. - Lounge / Study Cut back to her on the call - She smiles as she is trying to hide that she’s sneakily having a snack. (possible reverse shot of video call TBC)
Scene 3: Int. - Kitchen A knife spreads Obela Classic Hommus over a Turkish bread sandwich.
Scene 3: Int. - Kitchen We reveal TWO KIDS making lunch. The younger of the two is standing on a chair to be able to reach the bench.
Scene 4: Ext. Bus stop Two female (soccer players generic) sit at a bus stop bench. One dips into an Obela To Go that is sitting in between them (or on lap) at the bus stop. They are enjoying their time together (possibly looking at a game or something funny on the phone together)
Scene 5: Ext. - Backyard BBQ Wipe transition: DAD walks out presenting a platter. We see cheers, happiness and laughter while someone scoops Obela Jalapeno Hommus.
Scene: Ext. - Backyard BBQ Consumption moment ‘mmmmmmm’
Scene: Ext. - Backyard BBQ We run along the table and land on three Obela Garnished Range SKU’s. Someone goes in for the scoop
Scene: Obela range sitting on the kitchen bench GFX: Obela Taste the difference. /alt/ There’s nothing like Obela. /alt/ Australia’s most loved dips. VO: Made from real, fresh, wholesome ingredients. Obela - Taste the difference. /alt/ There’s nothing like Obela. /alt/ Australia’s most loved dips.
From 2 days on location filming, Now We Collide produced a series of 30 and 15" TVCs along with social and digital media content.
Vibrant food photography shoots captured Obela hummus being used creatively across various consumption occasions. Aligning campaign creative with the brand purpose to create powerful, on-brand messaging. An integrated multi-channel approach was key for awareness and sales growth.
CREDITS// NOW WE COLLIDE
Executive Producer/Chief Strategy Officer Keir Maher
Creative Director Ryan Bodger
Producers Amanda Cooton / Fiona Patterson
Art Director Sarah Coleman
Director Mitch Green
1st AD Shayne Carter
DOP Miles Rowland
AC/DIT Sandy McLennan
Gaffer Matt Willis
Lighting Assist Craig Knight Art Department Laura James, Lachlan Brown, Lexi
Photographer Andy Stavart
Hair & Make Up Sue Caroll
Edit Josh Groom
VFX Bob Connelly and Ethan Cohen
Colourist Justin Tran
Sound Design James Martell