Category A07. Overall Aesthetic Design
Idea Creation WEBER Palatine Illinois, USA
Idea Creation 2 UNCLE GREY Copenhagen, DENMARK
Name Company Position
Lars Samuelson Uncle Grey Chief Strategy Officer
Jimmy Blom Uncle Grey International Creative Director
Simon Naver Uncle Grey Art Director
Karsten Kirkegaard Uncle Grey Creative Technologist
Charlotte Porsager Uncle Grey Client Service Director
Stig Peterson Weber Vice President Gloal Creative
Connor Story Weber Global Digital Marketing Manager
MediaMonks MediaMonks Creative Production Partner

The Campaign

2017 saw the launch of Weber’s biggest grill campaign ever. The Genesis II. The revolutionary new gas grill faced the introduction into very different market situations across the globe. The Americas and EMEA region was characterized by a steady decline whereas the APAC region was expected to be one of the growth areas. The brand perception varied across the globe from being an affordable luxurious product EMEA to APAC where the brand is almost unknown. The brief was to develop the first ever, global campaign from Weber that could position the new Genesis II as the only real choice amongst grill enthusiasts all over the world. Objectives of the campaign were to build a strong preference and demand for the new product line, grow the overall gas grill market, and reach new consumers while keeping existing in the Weber customers loyalty loop, centered around an immersive digital design experience.

Creative Execution

The project was briefed in August 2016 and reached completion in November 2016. The experience was deployed on the 8th of December after a period of UX and performance optimization, and rolled out globally during December 2016/January 2017. The experience was supported by a massive above the line campaign and social media campaign for four weeks all driving towards the digital experience and The design of the microsite was driven by the idea of creating a grilling experience and product demonstration that felt and looked as lifelike as possible in a digital environment. The first person view was essential to seamlessly transition from filmic narrative to interactive product exploration. The Aesthetics were created to be as lifelike and cinematic as possible, making use of cutting edge real time rendering in WebGL as well as fully integrating the UI into the digital experience.