Lovers of Less is the positioning for the new TBWA NZ Long White Vodka campaign. “Long White Vodka is all about stripping it back, using natural New Zealand ingredients, keeping things simple, uncomplicated with less fakeness and less stuff,” says ECD Christy Peacock
The creative aims to break down social norms and rules. “No fluff, no fake fillers, no unnecessary words to eat away at time,” Peacock says. “Less drama, less lingo, less pretending, less crap ingredients, less alarms, less places to be. Simplicity is the hero of this story – love less and do it well.
“There are so many rules and expectations placed on our lives, boxes to tick, such as buying a house, getting married and having children. This video encourages people to relax a little, questioning what’s needed and what’s not.”
Independent Liquor marketing manager Giselle Bleakley said: “We wanted the video to be something women could relate to and it has been a great success.
“TBWA and Florence [director/actor at Aussie production company Eight] did an excellent job of depicting the modern day women, one that no longer wants to conform to social norms and wants an uncomplicated life,” Bleakley said.
“With no artificial colours or flavours, we believe Long White Vodka is the perfect drink for the Lovers of Less.”
Client: Independent Liquor
ECD: Christy Peacock
CD: Karen Maurice-O’Leary
Creatives: Priya Ratan and Kirsty Hitchcock
Producer: Jodie Hari
Account Manager: Aimee Knox
Business Director: Angelina Farry
Head of planning: Steve Clark
Film Production Company: Eight
Director: Florence Noble
Producer: Jozsef Fityus, Jodie Hari
Executive Producer: Anna Kennedy
DOP: Alex McDonald
Post production: Jim Hudson, Pete Ritchie, Lakshman Anandanayagam
Music: Liquid Studios – Composition by Peter van der Fluit
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