Silver
Creative Strategy
Cultural Insight
| Entrant: | Wieden + Kennedy London, London |
| Brand: | Kahlúa Coffee Liqueur |
| Title: | "Feliz St Patrick's Day" |
| Corporate Name of Client: | Pernod Ricard |
| Client Company: | The Absolute Group, Stockholm |
| Chief Marketing Officer: | Craig van Niekerk |
| Head of Global Brand Marketing: | Filip Kiisk |
| Client Account Director: | Giancarlo Martins |
| Client Company Creative Content Director: | Greg West |
| Client Company Creative Content Manager: | Ned Patterson |
| Agency: | Wieden + Kennedy London, London |
| Agency President: | Ryan Fisher |
| Chief Creative Officers: | Ana Balarin/Hermeti Balarin |
| Creative Directors: | Freddy Taylor/Philippa Beaumont |
| Creatives: | Charlie Hood/Liam Abraham |
| Agency Design Director: | Phil Rosier |
| Agency Designer: | Ananya Mohan |
| Agency Studio Artworker: | Sophia Anastasiou |
| Agency Head of Production: | Rich Adkins |
| Agency Senior Producer: | Aurelie Livera |
| Agency Producer: | Lea Georgiev |
| Agency Chief Strategy Officer: | Dan Hill |
| Agency Group Account Director: | Ollie Pym |
| Agency Account Director: | Emily Gower |
| Agency Planning Directors: | Brian Ritter/Anjali Patel |
| Agency Planner: | Melanie Eckersley |
| Production Company: | Wrack (W+K London), London |
| Director: | Michael Lennox |
| 1st AD: | Barry Coldham |
| Executive Producer: | Jennifer Lawlor |
| Producer: | Clara Bennett |
| Director of Photography: | Ray Coates |
| Production Designer: | Georgia Shelton |
| Production Project Manager: | Sam Linzell |
| VFX Company: | We are Covert, London |
| Editor: | Alan Scott-McCarthy |
| Colorist: | Florian Metzner |
| Sound Designer: | Tom Guest |
| Music Production Company: | Twenty Below, London |
| Music Composer: | Guy Farley |
Description:
The recent boom of the Espresso Martini gave us an opportunity. If Kahlúa could become synonymous with it, there were no limits to how big the brand could be. So our brief was to make Kahlua famous for the Espresso Martini…
Sometimes big ideas can come from complex, intelligent insights and cultural nuances. And sometimes it can come from the fact that Espresso Martinis look like Stout.
Inspired by the visual similarity, we created a campaign that mimicked the world of a famous stout. We launched on St Patrick’s day, one of the biggest drinking holidays of the year and ripe for cheeky jokes. It’s usually a day we don’t get a look in on, and yet, research shows that 60% of people would rather drink an Espresso Martini instead of stout on St Patrick’s day.
We made a cheeky film that took all the visual cue’s people associate with that famous stout brand, from ‘Arthur’ the barman and settling shots, to toucans and everyone dressed like a stout. Then got beloved Irish comedy social influencers, Tadhg and Derry Fleming as well as @shitlondonguinness (drinking a shit pint) to star in it and ultimately legitimise our place in St Paddy’s Day.
We launched an outdoor campaign that stole the art direction of a famous stout and used negative space to highlight the foam of an Espresso Martini. With everybody out and about celebrating, outdoor was the perfect platform. Launching outside St James’ factory, along Parnell Street (Dublin) and Abbey Street (Dublin) and next to 10 Irish/Famous pubs associated to a famous stout in London.
And we partnered with bar chains to give away mini-pint glasses (reminscent of a world famous stout's iconic glass shape) allowing consumers to enjoy the Espresso Martini, incognito.