Fabian Hupfauf
Directeur artistique at Serviceplan Group
München, Allemagne
TitreDo It Right
Campagne Do It Right
Annonceur Warsteiner Brauerei
Marque Warsteiner
Date de première diffusion/publication
Secteur d'activité Bières, cidres
Synopsis 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. 
Résultat 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. 
Type de média Télévision
Post production
Music Supervision
Planneur stratégique
Directeur de la création
Senior Copywriter
Senior Art Director
Concepteur / rédacteur
Concepteur / rédacteur
Directeur artistique
Client Services Director
Client Manager
Producteur, agence
Maison de production
Directeur de la photo
Assistant Réalisateur
Assistant Réalisateur
Producteur exécutif
Producteur, maison de production
Head of Editing
Head of VFX
In-house Producer
Sociéte de création sonore
Sociéte de création sonore
Gestion des droits musicaux
Sound Recording

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