John Smith's - "Diving"

TBWA\London

TBWA\London London, Großbritannien

Awards

15322

Marke: John Smith's
Länder: Großbritannien

Werbende: Scottish Courage

Titel	Diving
Agentur	TBWA\London
Kampagne	No Nonsense - John Smith's
Werbende	Scottish Courage
Marke	John Smith's
Posted	September 2002
Geschäftsbereich	Bier, Cidre
Story	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.
Philosophie	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.
Problem	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.
Ergebnis	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.
Medientyp	Fernsehen
Länge	40 seconds
Markt	Großbritannien
Produktionsfirma	Spectrecom Films
Regisseur	Daniel Kleinman
Schauspieler	Peter Kay
Texter	Paul Silburn
Art Director	Paul Silburn
Creative Director	Trevor Beattie
Creative Director	Paul Silburn
Produzent	Johnnie Frankel
Set Designer	John Robin Ebden
Agency Producer	Diane Croll
Beleuchtungsleitung/ Beleuchtung	Denis Crossan
Tonstudio	Warren Hamilton
Account Handler	Matt Shepherd-Smith
Account Handler	Vicky Jacobs
Account Handler	Ben Cyzer
Brand Manager	Sanjay Patel
Brand Director	John Botia
Kundenbetreuer	Matt Shepherd-Smith
Kundenbetreuer	Vicky Jacobs
Kundenbetreuer	Ben Cyzer
Cutter	Steve Gandolfi