TitelDo It Right
Agentur
Kampagne Do It Right
Werbende Warsteiner Brauerei
Marke Warsteiner
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Bier, Cidre
Story 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.
Philosophie 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. 
Ergebnis 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. 
Medientyp Fernsehen
Länge
Post-Produktion
Music Supervision
Strategieplaner
Executive Creative Director
Senior Copywriter
Senior Art Director
Texter
Texter
Art Director
Direktor Kundenservice
Client Manager
Agency Producer
Produktionsfirma
Director
Direktor Fotografie
Assistant Director
Assistant Director
Executive Producer
Filmproduzent/Produzent
Head of Editing
Head of VFX
Colourist
Compositor
Compositor
In-house Producer
Tonstudio
Tonstudio
Musiklizenzen
Sound Recording

Andere Werbungen dieser Kampagne