Warsteiner - "Do It Right"

Amsterdam Worldwide Group

Amsterdam Worldwide Group Amsterdam, Pays-Bas

27675

Marque: Warsteiner
Pays: Pays-Bas

Annonceur: Warsteiner Brauerei

Titre	Do It Right
Agence	Amsterdam Worldwide Group
Campagne	Do It Right
Annonceur	Warsteiner Brauerei
Marque	Warsteiner
Date de première diffusion/publication	2014 / 4
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
Longueur	65 seconds
Post production	Darlings Post
Music Supervision	Audentity Music & Sound
Planneur stratégique	Uli Kurtenbach
Directeur de la création	Richard Gorodecky
Senior Copywriter	Richard Gorodecky
Senior Art Director	Daniel Peirón
Concepteur / rédacteur	Amadeus Henhapl
Concepteur / rédacteur	Karen Cardy
Directeur artistique	Fabian Hupfauf
Client Services Director	Megan Wooding
Client Manager	Agathe Wiedemair
Producteur, agence	Neil Henry
Maison de production	RadicalMedia
Director	Hanna Maria Heidrich
Directeur de la photo	Franz Lustig
Assistant Réalisateur	Gregor Stitzl
Assistant Réalisateur	Joe Nolan
Producteur exécutif	Catherine Baikousis
Producteur, maison de production	Tobias Steinhauser
Head of Editing	Doug Hancock
Head of VFX	Robert Okker
Colourist	Ritual Digital
Compositor	Chaja Koe
Compositor	Floris van der Veen
In-house Producer	Violeta Nikolova
Sociéte de création sonore	Niels den Otter
Sociéte de création sonore	Guido Maat
Gestion des droits musicaux	Niels den Otter
Sound Recording	Nick Smith