Titulo | Diving |
Agência | TBWA\London |
Campanha | No Nonsense - John Smith's |
Anunciante | Scottish Courage |
Marca | John Smith's |
Posted | Setembro 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 |
Comprimento | |
Mercado | Reino Unido |
Produtora | Spectrecom Films |
Realizador | Daniel Kleinman |
Actor/celebridade | Peter Kay |
Redator | Paul Silburn |
Director de arte | Paul Silburn |
Director criativo | Trevor Beattie |
Director criativo | Paul Silburn |
Produtor | Johnnie Frankel |
Cenógrafo | John Robin Ebden |
Produtor da agência | Diane Croll |
Director de iluminação / Iluminação | Denis Crossan |
Empresa de design sonoro | Warren Hamilton |
Account Handler | Matt Shepherd-Smith |
Account Handler | Vicky Jacobs |
Account Handler | Ben Cyzer |
Brand Manager | Sanjay Patel |
Brand Director | John Botia |
Account Manager | Matt Shepherd-Smith |
Account Manager | Vicky Jacobs |
Account Manager | Ben Cyzer |
Editor | Steve Gandolfi |