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Warsteiner - "Do It Right" - Amsterdam Worldwide

  • Do It Right
  • Warsteiner
  • Warsteiner Brauerei
  • Amsterdam Worldwide
  • Netherlands
  • Do It Right
Product CategoryBeers, Ciders, Lagers
LanguageEnglish
Date of First Broadcast/PublicationApril 10, 2014
Media TypeTelevision
Length65 Seconds
Post Production Darlings Post
Production Company Radical Media
Executive Creative Director Richard Gorodecky
Art Director Fabian Hupfauf
Copywriter Amadeus Henhapl
Copywriter Karen Cardy
Production Company Producer Tobias Steinhauser
Director of Photography Franz Lustig
Executive Producer Catherine Baikousis
Strategic Planner Uli Kurtenbach
Agency Producer Neil Henry
Sound Designer Niels den Otter
Sound Designer Guido Maat
Music Licensing Niels den Otter
Client Services Director Megan Wooding
Assistant Director Gregor Stitzl
Assistant Director Joe Nolan
Senior Copywriter Richard Gorodecky
Senior Art Director Daniel Peirón
Client Manager Agathe Wiedemair
Director Hanna Maria Heidrich
Head of Editing Doug Hancock
Head of VFX Robert Okker
Colourist Robert Thomas
Compositor Chaja Koe
Compositor Floris van der Veen
In-house Producer Violeta Nikolova
Music Supervision Audentity
Sound Recording Nick Smith

Story

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.

Concept

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. 

Result

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.