Short List
CategoryA01. Direction
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Production SWEETSHOP Auckland, NEW ZEALAND


Name Company Position
Damien Shatford Sweetshop Director
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Daniel Wright Colenso BBDO Executive Creative Director
Max McKeon Colenso BBDO Creative Director
Thomas Darlow Colenso BBDO Creative Group Head
Beth O'Brien Colenso BBDO Creative Group Head
Natalie Downes Colenso BBDO Experience Director
Jen Storey Colenso BBDO Head of Broadcast
Ben Dailey Sweetshop Executive Producer
Fiona King Sweetshop Executive Producer
Anna Stuart Sweetshop Producer
Marty Williams Sweetshop DOP
Stu Bedford The Machine Room Online Editor
Luke Haigh N/A Editor

Write a short summary of what happens in the film

This R&B ballad shines the spotlight on Kiwi couples, turning the simple act of choosing a low carb beer into a gesture of romantic love.

Cultural/Context information for the jury

This latest iteration from DB Export breaks new ground by recognising male and female drinkers equally, by staring two of NZ’s brightest new singing talents Keshia and Tom, who recorded the single, and perform in the music video. The song is available wherever you find great music, and is accompanied by a full campaign designed to bring the Kiwi nation closer together: with beer bouquets for couples to give each other on Valentine’s Day, a remix of the song that plays in gym classes while people cut their rig for their partners, live performances of the song around the country, dedication hours on the radio, Spotify spots that are personalized to listeners, karaoke beer tastings, and a digital service that lets fans write their own lyrics and send them as a digital singing telegram to their loved ones.

Tell the jury anything relevant about the direction. Do not name the director.

The romance genre is vast. It spans decades, and has been referenced a lot. The 80s are done. The 90s are done. The 00s are almost done too. The tropes and clichés of our music video past have been thoroughly digested and regurgitated - beyond parody, beyond irony and back into something new. All of these contemporary videos have borrowed some of the language from the past - but haven’t relied on it. And that’s what we needed to do here. ‘I’m Drinking It For You’ takes an ordinary New Zealand couple in an ordinary New Zealand setting, singing the most romantic duet in the world. But not as a parody - as a cool, loving update. So rather than just borrow from the easy visual stuff of the 80s and 90s, we needed to steal the heart of the romantic duets – full deep loving sincerity.