John Smith's - "Diving"

TBWA\London

TBWA\London London, Regno Unito

Premi

15297

Marca: John Smith's
Paese: Regno Unito

Cliente: Scottish Courage

Titolo	Diving
Agenzia	TBWA\London
Campagna	No Nonsense - John Smith's
Cliente	Scottish Courage
Marca	John Smith's
Posted	Settembre 2002
Settore	Birre
Trama	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.
Risultato	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 di Media	Televisione
Lunghezza	40 seconds
Market	Regno Unito
Casa di Produzione	Spectrecom Films
Director	Daniel Kleinman
Actor / Celebrity	Peter Kay
Copywriter	Paul Silburn
Art Director	Paul Silburn
Creative Director	Trevor Beattie
Creative Director	Paul Silburn
Producer	Johnnie Frankel
Set Designer	John Robin Ebden
Agency Producer	Diane Croll
Lighting Director / Lighting	Denis Crossan
Sound Design Company	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