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Creative
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Dolmio + Clemenger BBDO Sydney Bring Pepper Hacker to Life so Families Can Reclaim Dinnertime

Clemenger BBDO, 1 month, 1 week ago

3,500 fully-functioning Pepper Hackers will be up for grabs as part of a national on-pack giveaway.

Dolmio + Clemenger BBDO Sydney Bring Pepper Hacker to Life so Families Can Reclaim Dinnertime

Last year Dolmio, via agency Clemenger BBDO Sydney, captured the attention of frustrated parents worldwide with the unveiling of the 'Pepper-Hacker' - a pepper cracker that not only cracked pepper but also shut down TVs, wiped out WiFi and disabled mobile devices.

With 100 million views across Facebook and YouTube, the film sparked worldwide conversation around the problem that technology is disrupting family dinnertimes.

Soon after the film was released Dolmio was inundated with a flood of requests from frustrated parents everywhere to make the Pepper Hacker available, desperate for an ally in the battle to reclaim dinnertime from technology.


Says Tim Hicks, marketing director, Mars Food Australia: "We listened to our customers, and decided that we simply had to create the Pepper-Hacker en masse. Sitting around a table and connecting over food is one of the most beneficial times of the day, helping families catch-up, have fun, and really connect. The Pepper Hacker reminds us of the influence technology has over us and how we can all benefit from a little down time from it."

By developing custom software and bespoke hardware to house the Wi-Fi-disabling technology within a functioning pepper grinder, Dolmio and Clemenger BBDO Sydney are producing over 3,500 fully-functioning Pepper Hackers for consumers to get their hands on as part of a national on-pack giveaway. Once they roll off the assembly line, each Pepper Hacker will be covertly disguised in unassuming packaging before making its way to the tables of lucky winners.

Says Paul Nagy, executive creative director, Clemenger BBDO Sydney: "It seemed the whole of Australia (and half the world) wanted a Pepper Hacker of their own after they saw the film last year... To see them coming to life this year at scale is something we're very proud of indeed."

By simply connecting to a home Wi-Fi network, one click of the Dolmio Pepper Hacker can disable the internet connection of up to four unsuspecting family members for 30 minutes - the perfect amount of time to connect over a shared spaghetti bolognese.

Says Brendan Forster, head of creative technology, Clemenger BBDO Sydney: "The new Pepper Hacker will be a great tool for families to help bring to life the fact that when you disconnect you connect. By integrating it with home Wi-Fi systems we have created a technical solution that any home can use to get 30 minutes time back from the mobile devices that dominate our lives."

Collaborating for the global element of the campaign, AMV BBDO (UK) partnering with Clemenger BBDO Sydney created the campaign’s online film ‘Look Up’, a social experiment that proves just how distracting technology is when it comes to meal times.

Led by Clemenger BBDO Sydney the new Dolmio Pepper Hacker 2.0 campaign involved MediaCom Sydney, Ogilvy PR and Starcom with the film shot by Paul Middleditch from Plaza Films.
 
Pepper Hacker: Clemenger BBDO Sydney
 
Executive Creative Director: Paul Nagy
Creative Directors: Ben Smith and Luke Hawkins
Creatives: Jack Delmonte and Hadleigh Sinclair (Pepper Hacker concept)
Senior Art Director: Dan Walton (Packaging, Social, Website)
Copywriters: Adam Smith and Nick Alcock (packaging, website)
Head of Craft: Daniel Mortensen
Senior Designer: Claire Sutton (Packaging)
Head of Creative Technology: Brendan Forster
Senior Digital Producer: Joshua Speight
Senior Finished Artist: Anna Ballard
Digital Designers: Ivan So, Sebastian Perez de Arce, Marissa Karolyi
Developer: Dale Emrose     
Managing Director: Emily Perrett
Group Account Director: Madeline Marsh
Senior Account Director: Matty Graham
Senior Account Director: Lena Galbraith
Senior Account Director: Emily Taylor
Account Manager: Katie Scrutton
Account Coordinator Brooklyn Andrews
Head of Planning: Kit Lansdell
 
Dolmio ‘Look Up’ Experiment: AMV BBDO & Clemenger BBDO
Creative Directors: Dave Buchanan, Ben Smith, Luke Hawkins
Copywriter: Caio Gianella
Art Director: Diego de Oliveira
Agency Planner: John McDonald
Agency Account Mgmt: James Drummond, Jonny White, Stephen Adams, Matty Graham, Katie Scrutton
Agency Producer: Cleo Hodgkinson
Media Agency: Mediacom
Media Planner: Matt Delaney
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Paul Masterton
Post: Unit Media
Sound: Unit Media
 
Pepper Hacker Production Partners
Product Design: D+I (Design+Industry)
Technical Solutions: The LX Group
 
Client: Mars
 
Global Brand Director, Mars Food: Richard Stear
Marketing Director, Mars Food Australia: Tim Hicks
Marketing Director Food, Mars UK: Chris Wragg
Marketing Manager Dolmio, Mars UK: Ian Nundy
Marketing Manager, Mars Food Australia: Shelley Crowe
Brand Manager, Mars Food Australia: Lauren Dragicevich
 
Media Agency: MediaCom
Buying Agency: Starcom
PR: Ogilvy PR