Art direction / Film / Concept / 2015


People in Asia think kiwifruits are too sour, they are actually sweet when ripe.

To prove that you can't judge a book by it's cover and change the perception, we hired a trio of gangsters that are Sweeter Than You Think. 

"I have spent a lifetime getting all those frighten looks,
no one around the corner ever really had a clue,
that I am sweeter, you have to reconsider.
Kiwis are a bit like me, you can't tell much by what you see!"


A central website was also created to educate the viewer with bite-sized pieces of advice in the form of light-heard videos. It is also supported with print, radio, social media and on-ground sampling of ready-to-eat Zespri Green Kiwifruits.