I'M DRINKING IT FOR YOU

Bronze Spike

Demo Film

Film

TitleI'M DRINKING IT FOR YOU
BrandDB BREWERIES
Product / ServiceDB BREWERIES
CategoryA07. Use of Original Music
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement CARAT Auckland, NEW ZEALAND
PR DRUM Auckland, NEW ZEALAND
Production SWEETSHOP Auckland, NEW ZEALAND
Production 2 LIQUID STUDIOS Auckland, NEW ZEALAND
Additional Company DB BREWERIES Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Dan Wright Colenso BBDO Executive Creative Director
Max McKeon Colenso BBDO Creative Director
Mike Davison Colenso BBDO Creative Director
Thomas Darlow Colenso BBDO Group Creative Head
Beth O'Brien Colenso BBDO Group Creative Head
Ahmad Salim Colenso BBDO Group Business Director
James Cummins Colenso BBDO Senior Business Director
Rob Vela Colenso BBDO Project Manager
Jen Storey Colenso BBDO Head of TV Production
James Tucker Colenso BBDO Senior Strategist
Natalie Downes Colenso BBDO Head of Brand Experience
Gregg Imlah Colenso BBDO Experiential Director
Peter Simons DB Breweries Managing Director
Sean O'Donnell DB Breweries Marketing Director
Tony Wheeler DB Breweries Senior Maketing Manager
Sam Forrest DB Breweries Marketing Manager
Chris Featonby DB Breweries Brand Manager
Matt Barnes Colenso BBDO Head of Digital
Tennille Barnes Colenso BBDO Head of Digital Production
Elle Kiddie Colenso BBDO Digital Producer
David Arcus Colenso BBDO Creative Technologist
Ricardo Greco Colenso BBDO Digital Designer
Serena Fountain-Jones Colenso BBDO Producer
Troy Goodall Match Photographers Photographer
Reks Kok Colenso BBDO Retoucher
Natasha Gill Colenso BBDO Senior TV Producer
Ben Dailey The Sweetshop Production Company Producer
Fiona King SweetShop Production Company Excutive Producer
Damien Shatford Sweetshop Director
Cameron McColl Colenso BBDO Agency Editor
Connor Nestor WorldPeace.fyi Music Producer
Keshia Paulse Freelancer Music Artist
Tom Knowles Freelance Music Artist

Write a short summary of what happens in the film

An ordinary Kiwi couple sing an original, full-length, earnest love song about all the romantic things they can do for each other while holding a beer – drinking lower carb beer being one of them. The two main singers, accompanied by a host of other characters, announced all the acts of love they can achieve with one hand for the special someone in their life. The acts included cooking dinner, building a patio, cutting your rig at the gym, cleaning someone’s whip, and of course, drinking a low carb beer. The “I’m Drinking It For You” music video and accompanying song were launched through music industry’s native channels and media, allowing our message to infiltrate New Zealand culture in a way traditional advertising never could.

Cultural/Context information for the jury

In New Zealand’s masculine beer culture, watching your weight is considered vain and self-involved. To successfully launch DB Export Gold’s new low carb variant, we needed to side-step this stigma to give everyone a reason, and an excuse, to enjoy our beer. We took a different tact to our competitors - avoiding their functional, health centric messaging, and instead focusing on what drinking a low-carb beer benefit that was more appropriate culturally and tonally for New Zealand.

Tell the jury about the creation of the original music track.

The song was written by the creative team at the agency, who are ex-touring musicians. They recorded a demo of the song for the first presentation to the client. Singers were cast on 3 criteria: they had to be amazing singers, who could act well, and looked thoroughly ordinary. Once cast, we went into the recording studio and recorded the song live with the team behind Lorde. We then shot the music video. Finally, we mixed sound recorded on set into the final mix of the song before mastering.

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