amstel

Creative Showcase

the boxer / amstel

Submitted By tamara arden

Description

Amstel Lager needed to clearly articulate it’s character to the market by positioning it’s brand as the heartland of premium and place it back on top of South Africa’s premium beer market. From a creative angle; our goal was to ensure that the campaign used an impactful and breakthrough storytelling approach at an epic scale i.e. a television commercial that looked like a movie in order to create a groundswell of support and conversation around the brand again. Therefore the media focus was for Amstel to make a large investment (R7m) in ‘emotional trigger’ facing channels: TV (3 versions – 120sec, 60sec hero spot and 30sec cut down), cinema and PR over 3 focused monthly activity to reignite the passion for Amstel once more.The commercial tells the story of an impatient young boxer who goes for a title before he is ready and falls. But with the help of the community learns to take his time and rediscover his love for the sport. Perfect for a brand that has stood for "slow brewed, extra matured" for the past 50 years.

Objective

The main point to understand the context of the commercial initiative of this campaign is that SAB had just spent about R1 billion in media a quarter just before our launch for their beer portfolio communication. Therefore in essence; the story which was told had to be breakthrough and engaging enough for viewers to pay attention. When you are totally outspent in the media space by your competitor; your only option is to respond with extraordinary creative and relevant work!

Technical Challenge

We had four days to shoot this epic commercial. There were numerous locations and with the aging prosthetics taking up to 3 hours each time every second counted. Also the lead actor was not a boxer, so in the 3 weeks prior to the shoot we had to get him into shape and teach some technique so that he could front up convincingly with his opponent, current world champion Isaac "Golden boy" Chilemba!

Client

Industry

advertising

Agency

owen kessel
www.owenkessel.com

Media

Television

Market

Culture, Leisure and Sports

Credits

Account Executive

Jesse Rawlings

Agency Producer

Helen d'hotman

Art Director

Martin Sing

Content Strategist

n/a

Creative Director

Martin Sing/Mike Cook

Designer

n/a

Director

Greg Grey

Editor

Ricky

Illustrator

n/a

Information Architect

n/a

Innovator

n/a

Instructor

n/a

Music & Sound

Rob Schroeder

Photo Illustrator

n/a

Photographer

n/a

Producer

helena

Production Company

Velocity

Programmer

n/a

Writer

Mike Cook

Views

982