I'M DRINKING IT FOR YOU

Gold Spike

Demo Film

Presentation Image

TitleI'M DRINKING IT FOR YOU
BrandDB BREWERIES
Product / ServiceDB BREWERIES
CategoryA05. Music / Sound Design
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

Describe the creative idea

“I’m Drinking It For You” was a full-length, earnest love song and music video that gave drinkers the ultimate excuse to have a low carb beer –love. While the category norm was to talk to the functional benefits of lower carbs using percentages, “I’m Drinking It For You” spoke to the fact that when you drink a low carb beer, it’s not only you who benefit, but everyone else in your life as well. Released Valentine’s Day, the music video and accompanying song were launched through streaming services and the music industry’s native channels and media, allowing our message to infiltrate New Zealand culture in a way traditional advertising never could. The song was supported by a full campaign and digital service that let listeners create their own personalised versions of the song. The custom songs were shared via social media and delivered along with a voucher for our beer.

Describe the execution

An ordinary Kiwi couple sing a full-length, earnest love song about all the romantic things they can do for each other while holding a beer – drinking the low carb beverage being one of them. “I’m Drinking It For You” was released on all major music platforms, and targeted to listeners using Spotify’s in-depth listening data, crafting a new intro to the song based on listeners’ relationship status, activities, music interests, or time of day. The song was supported by a full campaign and a digital service that let listeners create their own personalised versions of the song. To achieve true personalisation using our talent’s voices, we combined voice cloning and autotune technology which allowed people to write their own lyrics. The resulting songs were then shared via social media with a voucher for DB Export Gold Extra Low Carb.

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