The Drum Awards for Marketing - Extended Deadline

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Agency: Fold7
Date: Aug 2020
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Fold7 has created a global TV, digital and print campaign for Kronenbourg 1664 Blanc. It is part of the ‘Good Taste with a Twist’ campaign launched in June. It underlines the beer’s premium positioning and French heritage, heroing its standout blue bottle and signature flavour with a hint of citrus.

The 30” film, directed by Stink’s Wolfberg, introduces us to ‘Le Bar Blanc’, immersing us in a world of playful French elegance where surprising things happen. On entering the lively Parisian bar, it quickly becomes evident this is no ordinary place; there is a twist. As the waiter arrives with a tray of ice cold 1664 Blanc, a blue lobster cracks open the bottles; and the jazz band’s vocalist for the evening? A French bulldog sporting a blue moustache. “Magnifique!”, it exclaims.

The twist elevates the experience to new heights. With a nod from the waiter, the barman presses a button and the group’s table corkscrews into the air to treat them to a magnificent roof top view of Paris: the best view in the house.

The TV will be supported by a print and digital campaign. Shot by fashion and luxury photographer, Vincent Gapaillard, the work creates a world of stylish, yet slightly elevated beyond the ‘real’ world, still lives in which friends enjoy Kronenbourg 1664 Blanc’s good taste with a twist.

The campaign breaks in Asia and North America this week, and will run in Hong Kong, Canada, China, Russia and South Korea, with more markets to follow. Media was planned and bought by Initiative.

Credits

Project name: Good taste with a twist

Agency: Fold7

Client: Kronenbourg 1664 Blanc

Client: Nikola Maravic, Global Marketing Director

Chief Creative Officer: Ryan Newey

Creative Directors: Adrian Lim, John Yorke

Art Director: Simon Helm

Creatives: Jo Taylor, Kiran Strickland, Verity Fine Hosken

Business Director: Stuart Lundy

Account Director: Hazal Karabulut

Agency producer: Michelle Hickey

Head of Art Buying: Maggie Roberts

Chief Strategy Officer: Yelena Gaufman

Planner: Caitlin Evans

Media agency: Initiative Media

Production company: Stink Prague

Directors: Wolfberg

Exec Producers: Klara Kralickova & David Promberger

Producer: Veronika Jelsikova

DOP: Filip Marek

Production Designer: Martin Krejzlik

Editor: Filip Malasek

Post-production: Frantisek Stefanek @ PFX, Prague

Soundtrack composer: Michal Pelant

Sound Design: Viktor Ekrt @ Soundsquare, Prague