The eloquence and elegance of jazz music stands out in the absence of spoken words and in the presence of scenes showing the devastation in New Orleans caused by Hurricane Katrina. Imagery of musicians playing their instruments–including a trumpet, saxophone, bass and clarinet–juxtaposed with glimpses of the destruction drive home the point that a new hurricane season is in the offing and we need to be prepared.
Credits
Agency: JWT, Atlanta Carl Warner, creative director; Isolbel Moutrey, art director; Denise Rosenstein, copywriter; Sarah Zehnie, producer. Production Company: GARTNER James Gartner, director; Rich Carter, Don Block, executive producers; Roger Petrusson, producer; Tom Olgeirsson, DP. Editorial: JumP Michael Saia, editor; Dee Tagert, executive producer; William Zitser, assistant editor. Music: Manic, New York Bradley Warren, music editor
St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
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