Everything you’ve ever wanted to know about (or do with) your barbecue was been built into the interactive online Weber world by MediaMonks and creative agency, Uncle Grey.
BBQ Cultures begins with a TVC collage of barbecue stories collected throughout Europe that creates BBQ desire. Then, each story becomes the base camp for interactive experiences by creative production company, MediaMonks, and creative agency, Uncle Grey, that allow users to turn desire into doing.
“What’s interesting about the project is that the TVC and website were produced side by side,” MediaMonks Films director, Tom Rijpert, noted.
Rijpert directed the 3 day TVC shoot in tandem with MediaMonks interactive director, Jeroen van der Meer. “During the writing and shooting of the film, we made sure the footage would work for both the TVC and the more extensive story that drives the interactive experience.”
Both the film and digital aspects of the campaign were produced by MediaMonks.
The website bolsters the TVC’s barbecue culture stories with facts, tips, and dishes specific to each of the five featured regions. By exploring the cultural diversity of barbecuing, Weber aims to educate food enthusiasts and grillers alike about the intricacies of the barbecue beyond the basic snags and steak. Users can learn about a range of local cooking techniques, from recipes of the shores of Sicily to the filleting techniques used in the Nordics.
The interactive experience is complemented with informative overlays that connect the user to additional video content that dives deeper into local barbecue cultures.
Stig Pederson, director marketing EMEA, Weber explained, “We’ve wanted to challenge ourselves to put digital at the core of our communication activities in order to provide a more engaging, emotional and educational experience. We aspired to create something truly innovative and once again raise the bar for what a BBQ company can accomplish in this space.”
“Our ambition has been to develop an immersive environment that combines a cinematic aesthetic with digital technology, to create an interactive and functional piece of brand storytelling. Working together with MediaMonks we were able to realise that,” Lars Samuelsen, chief strategy officer & head of digital, UncleGrey, added.
Credits:
Creative agency: Uncle Grey
Digital production company: MediaMonks
Film production: MediaMonks Films
Post production: MediaMonks Films
UncleGrey:
Account director: Charlotte Porsager
Chief strategy officer & head of digital: Lars Samuelsen
Executive director: Jimmy Blom
Design director: Michael Mandrup
Art director: Carl Angelo
Digital art director: Mathias Nielsen
Creative technologist: Karsten Kirkegaard
MediaMonks:
Director: Tom Rijpert
Interactive director: Jeroen van der Meer
DoP: Robbie van Brussel
Art director: Nicolas Mollien
Executive digital producer: Joris Pol
Executive film producer: Noor van Geloven
Digital producer: Louise Martens
Post production producer: Marloes de Rijke
