Warsteiner - "Do It Right"

Amsterdam Worldwide Group

Amsterdam Worldwide Group Amsterdam, Países Bajos

27737

Marca: Warsteiner
País: Países Bajos

Anunciante: Warsteiner Brauerei

Título	Do It Right
Agencia	Amsterdam Worldwide Group
Campaña	Do It Right
Anunciante	Warsteiner Brauerei
Marca	Warsteiner
Fecha de primera difusión/publicación	2014 / 4
Sector Empresarial	Cervezas, sidras, cervezas ligeras
Sinopsis	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.
Filosofía	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.
Resultado	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.
Medio	Televisión
Duración	65 seconds
Postproducción	Darlings Post
Music Supervision	Audentity Music & Sound
Planificador estratégico	Uli Kurtenbach
Director ejecutivo de creación	Richard Gorodecky
Senior Copywriter	Richard Gorodecky
Senior Art Director	Daniel Peirón
Responsable de conceptos / redactor	Amadeus Henhapl
Responsable de conceptos / redactor	Karen Cardy
Director artístico	Fabian Hupfauf
DIRECTOR DE SERVICIO AL CLIENTE	Megan Wooding
Client Manager	Agathe Wiedemair
Productor de la agencia	Neil Henry
Productora	RadicalMedia
Director	Hanna Maria Heidrich
Director de fotografía	Franz Lustig
Assistant Director	Gregor Stitzl
Assistant Director	Joe Nolan
Productor ejecutivo	Catherine Baikousis
Productor de la productora	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
Empresa de creación sonora	Niels den Otter
Empresa de creación sonora	Guido Maat
Music Licensing	Niels den Otter
Sound Recording	Nick Smith