|Title||I'M DRINKING IT FOR YOU|
|Product / Service||DB EXPORT EXTRA LOW CARB|
|Entrant||SWEETSHOP Auckland, NEW ZEALAND|
|Idea Creation||COLENSO BBDO Auckland, NEW ZEALAND|
|Production||SWEETSHOP Auckland, NEW ZEALAND|
|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|
|Stu Bedford||The Machine Room||Online Editor|
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.
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.
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.