Quirky vignettes celebrating unconventional individuals expressing their ‘Vimto Spirit’ feature in a new campaign by Quiet Storm for the refreshingly different soft drinks brand. The new strategy is based on the insight that Vimto’s target audience feel under pressure to be something they’re not, when all they really want is to be recognised and accepted for the individuals they are.
The campaign plays on the individuality of the teenage demographic by subverting expectations. It offers the audience an opportunity to engage with Vimto – and participate in the campaign – across a number of different media, with each medium working in a different but complementary way.
It breaks on 4 June with executions including TV, cinema, digital, experiential, social, print and VOD. A teaser element appeared in early May on Vimto’s social channels and in local press in Manchester, inviting fans to audition to feature in the campaign.
The television ad instructs viewers to close their eyes in order to enjoy it. Viewers who break the rules and ignore the instruction are rewarded with a series of vignettes celebrating unconventional individuals expressing their inner Vimto Spirit, including some of the winners from the Manchester auditions.
Creative Agency - Quiet Storm
Creative Directors - Trevor Robinson & Matthew Mifsud
Creative Team - Quiet Storm Creative
Planning - Jon Howard
Account Director - Jenna Hayward/Jonathan Dale
Agency Producer - Dan Healy/Alex Aziz
Director/Production Co - Trevor Robinson/Quiet Storm
Producer - Dan Healy/Alex Aziz
Grade: Simona Cristea @ Coffee & TV