the work

Le Tan

Brand Refresh

just as the perfect self-tan requires prep, so do ambitious location shoots.

Thankfully, we’re total pros when it comes to planning shoots in tricky locations with wild weather forecasts, unpredictable travel and wildcard characters in the mix. Working on a steady stream of creative projects with Heritage Brands and their iconic Le Tan has had us flexing our can-do, no-problem-whatsoever muscles on more than one occasion.

First up, we produced and directed the biggest campaign in the brand’s 40+-year history: a 30-second TVC and supporting stills for their premium Gold range with a creative treatment that was specifically targeted at Channel Nine’s Love Island audience. While the TVC needed to align with the look and feel of the cult reality-TV show, it also needed to live beyond the island on other platforms to amplify the campaign and deliver more bang for budget.
Tick + tick = 6,128,960 impressions within three weeks of airing on 9Now.

For the Le Tan Classic range, we introduced a fresh, modern perspective and a distinctly wry, Australian POV for the brand woven through new video and stills content that celebrates what makes something a true classic. Oh, and our crybaby social specialists have taken over the Le Tan social channels and with great results: at the end of the first month, we’d increased their reach by 213% and their followers by 47%. And counting.

Over to our happy client:

"Selecting the right creative agency can make or break your campaign, and we absolutely chose right when we enlisted crybaby productions to work on one of the largest campaigns in Le Tan’s history. There are so many attributes I could list that make them a fantastic agency to work with, however it was the genuine commitment to the project each team member displayed, day after day, regardless of the challenges the team had to face that was utterly inspiring and appreciated. I would have no hesitation to recommend crybaby productions".

— Nikki Zarra, Senior Brand Manager

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