|广告战役||No Nonsense - John Smith's|
|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.|
|布景设计师||John Robin Ebden|
|Account Handler||Matt Shepherd-Smith|
|Account Handler||Vicky Jacobs|
|Account Handler||Ben Cyzer|
|Brand Manager||Sanjay Patel|
|Brand Director||John Botia|
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