Titre | Diving |
Agence | TBWA\London |
Campagne | No Nonsense - John Smith's |
Annonceur | Scottish Courage |
Marque | John Smith's |
Mise en ligne | Septembre 2002 |
Secteur d'activité | Bières, cidres |
Synopsis | 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. |
Philosophie | 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. |
Problème | 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. |
Résultat | 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. |
Type de média | Télévision |
Longueur | |
Marché | Royaume-Uni |
Maison de production | Spectrecom Films |
Réalisateur | Daniel Kleinman |
Acteur / vedette | Peter Kay |
Concepteur / rédacteur | Paul Silburn |
Directeur artistique | Paul Silburn |
Directeur de création | Trevor Beattie |
Directeur de création | Paul Silburn |
Producteur | Johnnie Frankel |
Décorateur | John Robin Ebden |
Producteur, agence | Diane Croll |
Chef éclairagiste | Denis Crossan |
Sociéte de création sonore | Warren Hamilton |
Account Handler | Matt Shepherd-Smith |
Account Handler | Vicky Jacobs |
Account Handler | Ben Cyzer |
Brand Manager | Sanjay Patel |
Brand Director | John Botia |
Responsable de budget agence | Matt Shepherd-Smith |
Responsable de budget agence | Vicky Jacobs |
Responsable de budget agence | Ben Cyzer |
Monteur | Steve Gandolfi |