Beefeater, The World’s Most Awarded Gin, is launching the next phase of its The Spirit of London creative platform. Created by the brand’s new international creative agency partner, McCann London, the campaign invites consumers to experience the vortex of contrasts that fuel the energy of the city. This is metaphorically represented within a 30-second hero film and Out-Of-Home (OOH) artwork, by a high-energy dive into a fizzing Beefeater London Dry Gin & Tonic.
Viewers will experience the explosion of refreshing energy released when London’s clashing contrasts collide, expressed as a deconstructed urban environment through vibrant digital effects. These include: day meets night, modern meets classic, urban meets natural – and importantly, gin meets tonic. It’s all about the moments in which consumers enjoy a gin and tonic with their friends in the city.
The Spirit of London: Next Wave builds on the original campaign platform, dialling up emotional resonance, cultural relevance and distinctive style. To realise this uniquely immersive world, Beefeater partnered with visionary international director and visual effects specialist, Fernando Livschitz.
Murielle Dessenis, Global Brand Director, comments: “Our first iteration of The Spirit of London campaign was highly successful, growing brand equity and contributing to business growth in many of Beefeater’s key markets, with particular success in Brazil, Argentina, Greece and South Africa, where we saw particularly high engagement levels across all platforms. This clearly demonstrated that this creative platform resonates with our target audience, the Urban Explorers. Now we’re taking it one step further by adding even more culturally relevant references to what life in the city means for our consumers.”
Holly Henderson and Georgia Horrocks, McCann Creative Team, add: “Beefeater is London’s O.G. (original gin). And – just like the eclectic city we all know and love – it’s made up of contrasts; different ingredients that come together to give it its unique flavour. So we brought this to life through a clashing, collaging, visual style.”
The Spirit of London: Next Wave launches in Greece this month across digital media, OOH, DOOH, TV and Radio, before being rolled out globally over the course of the next 12 months. The fully integrated campaign is just one part of an immersive ecosystem for The Spirit of London, with more elements to come between now and next summer, keep your eyes peeled for more from Beefeater!
Source: McCann London