We’re bringing bold back with Orchard Thieves.

Date: 8 May, 2017

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Our second campaign for Orchard Thieves sees us release a fully reversible commercial – one film that you can watch either forwards or backwards, each telling the same cheeky story.

Directed by Stevie Russell of Russell Curran, the story is built around Orchard Thieves’ simple worldview that if you start bold, you’ll end bold, and if you end bold, you obviously started bold!

Our audience’s world is increasingly complicated and filled with so much choice that often they are paralysed and, as a result, end up doing the same old thing. We want to keep it simple; choose bold and you’ll always end up where you want to be.

Orchard Thieves is exactly two years old, and after such a successful launch, we really wanted to continue to deliver against the brand mantra of ‘Be Bold’ and be seen as a brand that continues to push boundaries and finds new and interesting ways to engage our audience. We’re even encouraging our audience to rewind the ad in broadcast – it’ll work!

Whilst we wanted to shoot a single film that worked forwards and backwards, it was also important that it worked as an engaging story. We didn’t want the technical part of the commercial to ever get in the audience’s way, and we believe we’ve really achieved that.

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