Amsterdam Worldwide Amsterdam, Netherlands Full Service

Amsterdam Worldwide Creative Work

Title "Do It Right"
Agency Amsterdam Worldwide
Post Production Darlings Post
Campaign Do It Right
Advertiser Warsteiner Brauerei
Brand Warsteiner
Date of First Broadcast/Publication 4/2014
Business Sector Beers, Ciders, Lagers
LanguageEnglish
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.

Philosophy

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. 

Media Type Television
Length65 seconds
Production Company Radical Media
Executive Creative Director Mr. Richard Gorodecky
Art Director Mr. Fabian Hupfauf
Copywriter Mr. Amadeus Henhapl
Copywriter Ms. Karen Cardy
Production Company Producer Mr. Tobias Steinhauser
Director of Photography Mr. Franz Lustig
Executive Producer Ms. Catherine Baikousis
Strategic Planner Uli Kurtenbach
Agency Producer Mr. Neil Henry
Sound Designer Mr. Niels den Otter
Sound Designer Mr. Guido Maat
Music Licensing Mr. Niels den Otter
Client Services Director Ms. Megan Wooding
Assistant Director Mr. Gregor Stitzl
Assistant Director Mr. Joe Nolan
Senior Copywriter Mr. Richard Gorodecky
Senior Art Director Mr. Daniel Peirón
Client Manager Ms. Agathe Wiedemair
Director Mrs. Hanna Maria Heidrich
Head of Editing Mr. Doug Hancock
Head of VFX Mr. Robert Okker
Colourist Mr. Robert Thomas
Compositor Chaja Koe
Compositor Ms. Floris van der Veen
In-house Producer Ms. Violeta Nikolova
Music Supervision Audentity
Sound Recording Mr. Nick Smith

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