W+K London’s first ad campaign for Brown-Forman’s Chambord will make you wish…you’d done it.
“Do this, don’t do that, follow the rules, post a selfie. Why do we bend to social pressures? Why can’t we just do what we like, for no other reason than we like to?”
…So, after W+K London’s creatives stopped talking about themselves, they realised they had the ultimate alcohol ad idea, #becausenoreason, based on the ultimate in crowd thinking, “Do it, don’t do it, but whatever you choose, do it #becausenoreason.”
From there, a collection of ultimate alcohol ads grew. They’re sexy, silly, cryptic, chic …and the voiceover is French. Could they do more to more to get Chambord in with the in crowd of women?
We think not. Have a look for yourself:
Plus, Bar
Throughout the northern summer, W+K will also run a social campaign promoting the ‘because no reason’ attitude at key moments when people are ‘most vulnerable to bowing to social pressures’ – festivals, fashion shows, the crucial Saturday night go-out-or-stay-in moment. Fans will be given damn funny doses of encouragement across Facebook, Instagram and Twitter, using Chambord’s new outer limits logic.
Alexander Sneen, global marketing director – vodka and Chambord, Brown-Forman, stated, “We wanted to give one of our iconic brands a playful new voice to appeal to a broader range of consumers, and this campaign does just that. It’s memorable, fun and beautifully crafted, and embraces the way our audience consumes media online.” The TV spots will run at key moments where dual screen viewer behaviour is at a peak, allowing its conversation to spread from the TV screen to the internet.
Scott Dungate, creative director on Chambord at W+K London added, “It’s rare to get the opportunity to start from scratch and reinvent a heritage brand like Chambord. While we wanted to tip our hat to Chambord’s ‘Frenchness’, we wanted to make it modern, exciting and unpredictable. We wanted to give Chambord a personality that would thrive in social and beyond- not just make nice ads. With the line and attitude of ‘because no reason’, we can literally write executions for whatever and forever. While the simple, iconic art direction lets us turn around ideas fast and elegantly.”
Creative credits:
Agency: Wieden + Kennedy London
Creative director: Scott Dungate
Copywriter: Sophie Bodoh
Art director: Ben Everitt
Producer: Jo Charesworth
Production company: Somesuch & Co
Director: Nick Gordon
