标题 | Diving |
广告公司 | TBWA\London |
广告战役 | No Nonsense - John Smith's |
广告主 | Scottish Courage |
品牌 | John Smith's |
Posted | 9月 2002 |
行业领域 | 啤酒,苹果酒 |
剧情简介 | An Olympic diving competition is taking place when a rather large, Peter Kay stuns the audience with a no nonsense cannon ball off of the high board. |
哲学 | The convention of the category was for different beers to talk to their different attributes - smooth, bitter, etc. John Smith's and TBWA\London decided to focus on its northern heritage and the 'no nonsense' attitude it represents. |
问题 | John Smith's sales were in decline and affinity for the brand itself was all but eroded. John Smith's needed to re-establish itself as a King of Ales. |
结果 | The result was an increase of 14.7% market share, the campaign generated over £1 million worth of publicity, and became the brand leader in consolidated trade. John Smith's was also named Campaign magazine's 'Campaign of the Year' in 2002. |
媒体类别 | 电视 |
长度 | |
市场 | 英国 |
制作公司 | Spectrecom Films |
导演 | Daniel Kleinman |
演员/名人 | Peter Kay |
文案 | Paul Silburn |
美术指导 | Paul Silburn |
创意总监 | Trevor Beattie |
创意总监 | Paul Silburn |
制片 | Johnnie Frankel |
布景设计师 | John Robin Ebden |
广告公司制片 | Diane Croll |
灯光主管/照明 | Denis Crossan |
音效设计公司 | Warren Hamilton |
Account Handler | Matt Shepherd-Smith |
Account Handler | Vicky Jacobs |
Account Handler | Ben Cyzer |
Brand Manager | Sanjay Patel |
Brand Director | John Botia |
客户经理 | Matt Shepherd-Smith |
客户经理 | Vicky Jacobs |
客户经理 | Ben Cyzer |
剪辑师 | Steve Gandolfi |