Ritual Digital
Founder/Managing Director at Ritual-Digital.com
Minneapolis, 美国
标题Mach das einzig Wahre
广告公司
广告战役 Do It Right
广告主 Warsteiner Brauerei
品牌 Warsteiner
首次发布日期 2014 / 4
行业领域 啤酒,苹果酒
剧情简介 We created momentum through the campaign's brand spots: a quick series of scenes set to a pace-building music track, and a voiceover message that provokes and challenges the viewer: whatever it is you do - no matter what that is - do it right. Each scene features a brief glimpse into the lives of authetic personalities, who will also appear in online documentary-style interviews to expand on their stories. 
哲学 Our challenge was to take a classic, 260-year old beer brand into the 21st century and re-establish it as the innovator of the premium segment, both in Germany and 60 markets around the world.
To achieve this, we created a strategic platform and an integrated campaign that highlights the shared attitude between the people and Warsteiner as a brand. Through evolving the existing brand claim 'Das einzig Wahre' ('The only true thing') to 'Mach das einzig Wahre' (Do it Right) we switched the focus from the product to the people to make it more accessible, inclusive and modern. The campaign’s engaging TV spots draw the viewer up in the momentum of their imagery, whilst the message provokes and challenges: whatever it is you do, do it right - Mach das einzig Wahre. Online documentary-style interviews tell the stories of the authentic personalities featured in the TV ads, and media placements across Print, OOH and Cinema support the fully integrated platform. 
结果 Campaign launched in April 2014. Results to follow.First indicators show that, in one month, the campaign achieved six times more views than the previous TVC campaign did in the last three years. It is now the most viewed online piece of content in the history of the brand. 
媒体类别 电视
长度
Post Production Company
Music Supervision
战略企划
执行创意总监
Senior Copywriter
Senior Art Director
文案
文案
美术指导
Client Services Director
Client Manager
广告公司制片
制作公司
Director
摄影指导
Assistant Director
Assistant Director
执行制片
制片
Head of Editing
Head of VFX
Colourist
Compositor
Compositor
In-house Producer
音效设计公司
音效设计公司
Music Licensing
Sound Recording

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