Title	PERSONALISED CAN
Brand	JOHN SMITH’S
Product/Service	JOHN SMITH’S
Category	A01. Fast Moving Consumer Goods
Entrant	adam&eveDDB London, UNITED KINGDOM
Idea Creation	adam&eveDDB London, UNITED KINGDOM
Media Placement	STARCOM London, UNITED KINGDOM
Production	CAIN & ABEL London, UNITED KINGDOM
Production 2	KING HENRY London, UNITED KINGDOM

Name	Company	Position
Ben Priest	adam&eveDDB	Group Chief Creative Officer
Richard Brim	adam&eveDDB	Chief Creative Officer
Anthony Nelson	adam&eveDDB	Deputy Executive Creative Director
Michael Sutherland	adam&eveDDB	Deputy Executive Creative Director
Ben Stilitz	adam&eveDDB	Creative
Colin Booth	adam&eveDDB	Creative
Joe Andrews	cain&abel	Editor
Alex Fairman	King Henry	Head of Design
Matt Craigie Atherton	adam&eveDDB	Head of Integrated Production
Lauren O’Shea	adam&eveDDB	Agency Producer
Ben Priest	adam&eveDDB	Group Chief Creative Officer

The Campaign

We created a tongue-in-cheek promotion that announced that John Smith’s would offer ‘personalised’ cans of John Smith’s for Father Day, but only for people who are called John Smith.

Campaign Success

In the run up to Father’s Day, we created a tongue-in-cheek promotion that announced that John Smith’s would offer ‘personalised’ cans of John Smith’s for Father Day, but only for people who are called John Smith. We launched the ‘new’ can using online film, radio and print.

Describe the success of the promotion with both client and consumer including some quantifiable results

The online film was viewed and shared widely. Alongside the print and radio, we helped keep John Smith’s front of mind on Father’s day.

Explain why the method of promotion was most relevant to the product or service

We created a tongue-in-cheek promotion that announced that John Smith’s would offer ‘personalised’ cans of John Smith’s for Father Day, but only for people called John Smith.

Target audience (consumer demographic/individuals/organisations) / Approach We wanted to use Father’s Day as a tactical opportunity to get John Smith’s back in the spotlight amongst its fans and beer drinkers in general.