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
|
Credits
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.