The NEW Category Entrant: Clemenger BBDO Melbourne, Melbourne The Four'N Twenty Magic Salad Plate

Credits
Media Type: Television/Websites/The Magic Salad Plate
URL Address: http://www.digitalwork.com.au/magicsaladplate/
Corporate Name of Client: Patties: Four'N Twenty
Account Managers: Ricci Meldrum/Sarah Galbraith
Agency: Clemenger BBDO Melbourne, Melbourne
Executive Creative Director: James McGrath
Creative Director: Ant Keogh
Copywriters: Julian Schreiber/Tom Martin
Art Directors: Tom Martin/Julian Schreiber
Graphic Designer: Musonda Katongo
Agency Producer: Sevda Cemo
Production Company: Renegade Films, Melbourne
Producer: Jenny Livingston
Director: Tony Rogers
Sound Design Company: Flagstaff Studios, Melbourne
Sound Designer: Stevo Williams
Interactive Designer: Calvin Teoh
Director of Photography: Marin Johnson
Editor: Gene Hammond-Lewis
Interactive Producer: Sam Hodgson
Strategic Planner: Michael Hyde
Plate Project Manager: Joanne Currie

Basic description of the project:
Instead of denying the Four’N Twenty Meat Pie's lack of health, like so many other brands with their healthy choice meals, we decided instead to embrace it. To this end we created not an ad, but an idea that innovatively worked hand in hand with the pie to humourously say “For five minutes society, can you bugger off and let me eat what I want!” We created The Four’N Twenty Magic Salad Plate. A product that ridiculously lets pie eaters look like they’re eating salad when in truth it’s just part of the plate.