I'M DRINKING IT FOR YOU

Short List
TitleI'M DRINKING IT FOR YOU
BrandDB BREWERIES
Product / ServiceDB BREWERIES
CategoryC01. Use of 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 radio advert

“I’m Drinking It For You” was a full length love ballad released on every major music platform, just as a traditional song would be. The song launched Valentine’s Day and focused around the line “I don’t need two hands to hold you.” It turned the act of drinking a low carb beer into the ultimate selfless gift, something you do for the other people in your life rather than yourself. The narrative of the song followed a regular Kiwi couple as they sung about all the romantic everyday things they could do for each other with one hand, the key act being drinking lower carbs. The song was supported by live performances, radio interviews, remixes, performance tutorials, karaoke, covers, and an online tool that digitized our singers’ voices to let drinkers write their own lyrics to send to their significant other.

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.

Script. Provide the full radio advert script in English.

Verse 1: I don’t need two hands to cook you dinner I don’t need two hands to hold your hand I don’t need two hands to water your succulents I don’t need two hands to entertain your friends Chorus 1: And when you call I’m gonna answer How do you know that my love is true? I’m drinking this for you. I don’t need two hands to hold you Verse 2: I don’t need two hands to paint your portrait I don’t need two hands to be your little spoon [It’s awkward when we’re standing] I don’t need two hands to extend the patio [pavers everywhere] I don’t need two hands to play the flute Chorus 2: And when you call I’m gonna answer How do you know that my love is true? I’m drinking this for you. I don’t need two hands to hold you Bridge: Listening to your every whim Hanging wit’ your sister, Kim Rubbing down every one of your limbs Cutting my rig at the gym Kissing your lips. Mhmhmhmh hips Singing my love. Cleaning your whip Liking your ‘grams. Dipping your chips. When we go out, Zipping your zips Single-handed when I hold your hand If I can I’ll forever be your man Making one heart out of two I’m drinking this drink for you Final Chorus: And when you call I’m gonna answer How do you know that my love is true? I’m drinking this delicious low carbohydrate DB Export Extra Low Carb beer for you. I don’t need two hands to hold you


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