Brief: Deoleo asked us to pitch for their Lupi olive oil brand campaign, their first since the 90s. Lupi had lost awareness in the market and needed a reason to justify its price increase. 
We discovered heritage was a strong differentiator in the category. 
Pitch-winning idea: Olive trees from the Mediterranean basin –the origin of olive oil– have some of the longest and strongest roots in the soil. 'From Deeper Roots’ builds on this product insight while leveraging Lupi’s Mediterranean provenance and legacy. 
Our TVC aired in December with a one-month turnaround. Work produced by the talented Cirkus. It out-performed on nearly all metrics.

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