GRANT’S #IOU AFRICA TVC

#IOU provides men a means to overcome their difficulty in expressing gratitude. Building on the success of the global #IOU campaign, our Africa spot shows the breadth of the idea and captures the personality of a new wave of youthful, dynamic and optimistic Africa.

STRATEGY

Key to this project is the insight that men prefer to express gratitude through physical actions rather than vocalising it. Put simply, actions speak louder than words. In life there are things, which deserve a fist bump, others a knowing nod or even a man hug, and then there are things that deserve a Grant’s. Some actions speak louder than others.

CREATIVE

This is a simple story. It’s the journey from the entrance of a bar, through a crowd of familiar faces, until you arrive at the table where your true friends sit. The journey draws a series of increasingly elaborate greetings and male bravado, all delivered with humour, freshness and flair. The film played out across Sub-Saharan Africa in 3 different languages to suit the regions.

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BMW 3 SERIES – THE DRIVER’S CAR SINCE 1975

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Since it launched in 1975, the BMW 3 Series has pushed the boundaries of engineering and set the gold standard in executive cars. In doing so, it’s secured BMW’s role as the nation’s favourite driver’s car, The Ultimate Driving Machine.

STRATEGY

To celebrate the 40th anniversary of BMW’s archetypal car, our campaign illustrates each of its six generations since 1975. In each medium – print, OOH, film, social, ECRM, DM – comms consecutively builds to reveal more of the 3 Series story.

CREATIVE

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In print and OOH, the six models are individually shot and hero’d against clean, bold backgrounds that capture the mood and aesthetic of their respective eras. Dated with typography specific to each era, copy detailed 3 Series innovations and wove them around cultural landmarks from the past 4 decades. Then, using gatefolds, wraps and  OOH sites that build consecutively, the 3 Series story unfolds, revealing more with each turn of the page.

In film, a single take showed each generation gracefully make way for its successor. Social rallied 3 Series owners to share images of their prized cars, and a bespoke DM piece detailed the evolution of the 3 Series. Signed off with The Driver’s Car Since 1975, the campaign celebrated 3 Series’ past and future.

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BMW ROAD TO TWICKENHAM

BMW has sponsored England Rugby, from its grassroots to the Elite squad, since 2012. In that time, BMW has played a critical role in shaping English Rugby. This year, England hosts the Rugby World Cup, and BMW will remain shoulder to shoulder with the team and nation, as they strive to lift the sport’s greatest trophy in its spiritual home, Twickenham.

STRATEGY

The anthem of English Rugby, Swing Low, Sweet Chariot, is a song about deliverance to the Promised Land. Use Swing Low, Sweet Chariot, as our rallying cry and vehicle to galvanise the nation, on a journey along the highways and byways that lead toward Rugby’s Promised Land, Twickenham.

CREATIVE

Cinematic in style, this broody 90” film follows a fan’s journey from crack of dawn in the North of England, to the hallowed grounds of Twickenham on match day. The soundtrack is as powerful as the landscape. The rousing chant of ‘Swing Low, Sweet Chariot’ builds while day breaks, becoming a roar as the BMW pulls into Twickenham. The film ends on the line “Some roads aren’t meant to be travelled alone”.

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GRANT’S #IOU

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All Scotch brands associate themselves with success. And it’s always self-made success. But is this something that resonates with the young men buying whisky in emerging markets?

Grants’ core audience come from community-minded cultures, where the emphasis is on WE, not ME. Last year, we helped Grant’s celebrate this attitude with the brand thought ‘Stand Together’; delivering bold statements in ATL and retail, which challenged the category themes of individual success.

But making statements isn’t enough on its own. We wanted young men to engage with our worldview and be able to express it in their own words. So in September 2014 we launched the #IOU campaign.

STRATEGY

While men accept that success is rarely attained without the help of others, they struggle to vocalise their gratitude. #IOU provides men with the shorthand to express their gratitude without the need for awkward sentimentality.

CREATIVE

The #IOU film is a rallying cry to young men. Closing with a series of titles: ‘if you’ve got this far in life without owing anybody anything, how far have you really got?, the film challenges our audience to acknowledge their closest friends – the people that have helped and continue to help them get ahead in life.

RESULTS

Facebook has celebrated the campaign as a best in class usage of its platform, and with good reason: Grant’s global community grew by over 700k, and has for the last ten  months consolidated its global presence and consistently achieved the best engagement levels of any whisky brand in the world. The film has been watched over 25m times, 7.7million times in languages other than English.

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TCS Amsterdam Marathon 2013 | Result Ben Jaffe

Screenshot_21_10_2013_20_43-2TCS Amsterdam Marathon 2013 | Result Ben Jaffe.

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SHINE – GHASSAN – LIGHT FROM THE MIDDLE EAST

When Ghassan approached us in 2012 it had been trading as a Jeweller since the 19th century. However Ghassan had never established a clearly defined brand, nor had it ever directly communicated with consumers. All that was about to change. Under the direction of CEO Ibrahim Al-Nemeer, the ambition for the brand was as bold as it was inspiring: Establish Ghassan as Jeweller to the Middle East’s brightest, most beautiful women and extend its reach across the Arab world.

STRATEGY

Through a series of market visits and a three-day workshop with Ghassan’s Board and Design team, we gained a critical understanding of its audience, values and crucially, the culture in which it operates. In a region where women are uniformly veiled, we set out a noble purpose to empower women to SHINE, revealing their true beauty, character and personality.

CREATIVE

We developed a multi-media campaign, including a TVC and touch-first website. The campaign provides a glimpse of women at their most confident, relaxed and self-expressive. It illustrates that when women know who they are and adorn themselves in Ghassan, they SHINE. Rather than simply showing women wearing beautiful jewellery, the film portrays a pianist, a painter and a writer creating something deeply personal. Their choice of jewellery becomes an expression of who they are.

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SWAN-WAY STREET

SWAN-WAY STREET

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