Agency Network: 
June 2008
Wonder:  Ducks
Wonder Direct Ad -  Ducks


The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Our objective was to appeal to the diverse audience of mums and teenage boys within a short period of time.

Our solution stemmed from the fact that Wonder had had a 'proven' track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these 'duck phenomena'. A TVC then broke the news that the ducks were performing this way because they shouldn't be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered.

The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for 'surfing duck' on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread.

Direct advertisement created by BMF, Australia for Wonder, within the category: Food.

Advertising Agency: BMF, Sydney, Australia
Agency Producer: Whitney Hawthorn
Strategic Planner: Gerry Cyron
GAD: Vicky Norton
Account Director: Patrick Cahill
Account Manager: Esther Knox
Production Company: Flying Fish
Post Production: Perceptual Engineering/The House Of Curves
Director: Joe Leonie
Digital Planning Director: Aaron Michie
Creative Director, Interactive: Chris James
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art Director: Paul Bruce
Copywriters: Cleve Cameron, Richard Morgan
Digital Art Director: Craig Bailey
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Highest Rated

Chris's picture

simply brilliant

Activity Score 1935
Art Director
NatalieM's picture

Haha, don't feed the ducks. This is ingenious.

Activity Score 1685
Topolewski |


Paul Eveleigh's picture

How many more packets of Wonderbread did this campaign sell?

Paul Eveleigh
Activity Score 111
Chris's picture

simply brilliant

Activity Score 1935
Art Director
BrownSugar's picture

ill buy wonderbread from now on

Activity Score 104
graphic Designer |

Pass me that Glitter. I've got Turds to polish

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