AUCKLAND, Today: TBWA has launched a new brand platform for popular Kiwi drink Long White Vodka.
TBWA NZ CCo Shane Bradnick said: “This is Forever, designed to conjure images of the endless days of summer and the memories made, aims to cement the brands status as the drink of weekends away and beach BBQs.
“Not content with just being the drink of summer, Long White Vodka, TBWA and the Kiwi indie-rock band Racing have collaborated to become the sound of it too.
“Rather than creating just another tvc, the trio have collaborated to co-create a full-length music video the band will use for their latest single, Run Wild.
“The video, shot in various locations around Matakana and directed by Chris Searl of Title Artist Management, will be used to launch the platform, This is Forever.
“With a narrative focusing on four friends enjoying a classic weekend away, the video dials up the true Kiwi essence of Long White Vodka.
“Long White Vodka has been an incredible success story for Asahi,” Bradnick said. “Our job has been to capture the spirit of what made the brand so popular and tell that story in an interesting and authentic way.
“The music video provides a suite of assets to be rolled out with 30”, 15” and 6” cutdowns plus digital + social placements.”
“Long White Vodka already exists in the hearts and minds of its drinkers. Part of the trick for us when coming up with This is Forever was not forcing an idea on a brand that already has one.”
Bradnick believes the brand and band coming together has encouraged new ways of thinking and resulted in an authentic finished product.
“Rather than just buying a track, we worked with Racing as a collaborative partner. It’s been a creative process that really celebrates talented Kiwi artists”
The Auckland based four-piece is made up of longtime collaborators Ed Knowles (vocals) and Sven Pettersen (guitar) of The Checks, along with Daniel Barrett (bass) and Izaak Houston (drums).
Run Wild is already receiving national radio play and the band is nominated for Best Rock Artist at the Vodafone Music Awards.
Oliver Downs, marketing GM at Asahi Beverages ( Long White Vodka’s parent company) said: “It’s a fantastic piece of work we’re all very proud of.
“What we’ve ended up with is a Kiwi music video that lives the character of the Long White Vodka brand. We love it and expect our audience will too.”
The music video provides a suite of assets that will be rolled out starting with a tvc. There’s also 30”, 15” and 6” cutdowns along with a variety of digital and social placements.
CREDITS
Client: Asahi Beverages
GM Marketing: Oliver Downs
Group Marketing Manager, RTDs & Spirits: Tamara Blomfield
Agency: TBWA Group NZ
Production/Director: Title Artist Management (Chris Searl)
Post Production: TBWA/BOLT
Music: Run Wild – Racing
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