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Web Film
Archer Roose: “Into the Metaverse”
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While every brand is racing toward the new technological playground known as the metaverse, Archer Roose Wines has decided to take a different approach—one that embraces that many consumers are actually confused about what the metaverse actually is.
With the release of a new spot, co-owner and Chief Creative Officer Elizabeth Banks (Hunger Games, The 40-Year-Old Virgin, etc.), attempts to experience Archer Roose’s new varietal, Bubbly Rosé, in the metaverse. But Banks is confused and mistakes a pair of sunglasses for a VR headset, resulting in her experiencing nothing more than the real world—only at a slightly darker tint. Created by Archer Roose’s agency of record, Colossus, this tongue-in-cheek video is designed to reinforce the notion that Archer Roose is a product best enjoyed in the real world with real-world people enjoying real-world experiences. “You’re seeing every brand race to have a presence on the metaverse,” says Banks, “but a lot of consumers don’t really understand what that means. As a brand, there’s an opportunity to connect and laugh with consumers and say, “Don’t worry, you’re not alone.” Archer Roose has poked fun at marketing conventions in the past, introducing their partnership with Elizabeth Banks with a video called “Uninvited Guest.” In it, Elizabeth Banks simply showed up at the CEO’s house and wouldn’t leave, forcibly making herself the brand spokesperson. Archer Roose also launched a rewards program by offering free poisonous snakes to consumers, only to eventually replace the program with an actual, reptile-free one. “We love technology and innovation. But as a wine brand, what we love is bringing people together,” says Marian Leitner, CEO of Archer Roose, “here in the real world, telling stories, eating great food and drinking delicious wine. So, having some fun with the metaverse was easy for us.” “Plus,” says Greg Almeida, ECD at Colossus, “it’s pretty hard for your avatar to know how delicious this wine really is.” Archer Roose is a women-owned and -operated company. For this production, Colossus continued the “girl gang” approach using a largely female production crew, director and editor.
ECD/Copywriter: Greg Almeida Related |
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