Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film–“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga–references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
Credits
Client Diageo Product/Brand Johnnie Walker Agency AlmapBBDO Marco Giannelli, aka Pernil, chief creative officer; Fernando Duarte, Henrique Del Lama, executive creative directors; Bella Eger, Renata Carignani, Yasmin Oliveira, creatives; João Gabriel Fernandes, chief strategy officer; David Gross, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli, Isabela Craveiro Crajoinas, Ana Cecilia Carvalho Rodrigues, strategy; Marcela Ramos, Mariana Queiroz Silva, content; Rafaela Alves, chief data media officer; Renata Caovilla, Amanda Siqueira, Nathalli Nascimento, Cauan Araujo, Luan Menon, media team; Diego Villas Bôas, Vera Jacinto, Marcia Granja, producers. Production Company Surreal Hotel Arts Lu Villaca, director; Alex Vecchi, DP; Akassia Goncalves, 1st AD; Sandro Galvao, Steadicam; Carlão Busato, CCO; Cris Chacon, COO; Milena Trindade, executive director; Mafe Cicaroni, head of production; Bruno Cerqueira, head of creative; Carol Fernandes, Deinha Lopes, heads of postproduction; Karina Ambaile, line producer; Luana Demange, art director; Gabriela Reis, costume designer; Ana Carolina Duraes, location producer; Ana Alegretti, Bruna Brito, Beatriz Prado, coordination of production; Luis Michelazzo, creative director; Alex Ulhoa, Vitor Matheus, Victória Silva, Sol Ômigra, creative and research team; Leandro Ferreira, video editor; Marcos Camurati, finishing editor; Victor Cohen, editor; Igor Luiz, editor assistant. Color Bleach Diego Morone, VFX. Audio Production Cabaret Leticia Medeiros, music producer & finishing; Guilherme Azem, composer; Gab Scatolin, mixing. Alice Braga Staff Rita Lazzarotti, stylist; Mario Marques, makeup
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
