Daniel Kleinman
Director at Goodoil Films & Rattling Stick
London, Reino Unido
Campanha No Nonsense - John Smith's
Anunciante Scottish Courage
Marca John Smith's
PostedSetembro 2002
Sector Empresarial Cervejas, sidras
História 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.
Filosofia 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.
Problema 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.
Resultado 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.
Tipo de Mídia Televisão
Mercado Reino Unido
Director de arte
Director criativo
Director criativo
Produtor da agência
Director de iluminação / Iluminação
Empresa de design sonoro
Account Handler
Account Handler
Account Handler
Brand Manager
Brand Director
Account Manager
Account Manager
Account Manager

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