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How do you sell a brand to the most laidback target market in the world?
You take them on a journey.Today, brewer Carlton and United Breweries (CUB) and Clemenger BBDO Melbournewill … read morerelease a short film, ʻThe Journeyʼ for Corona Extra.
Shot by legendary surf film maker, Taylor Steele, The Journey follows five friends,
including surfers Jarrad Howse, Dave Frim and Marlon Gerber, as they travel up the
west coast of Mexico in a ʻ76 Winnebago Chieftain.
Photographer Chris ʻHollywoodʼ Searl (founder of Monster Children Magazine) came
along for the trip and his amazing stills will form part of the campaign.
The three-minute movie has also been cut down into a series of 16 TVCs, which will go
to air on October 1. In true Corona style, they are not about pushing a hard sell, more
about living the Corona ethos of being ʻFrom where youʼd rather beʼ.
Using American born, Bali-based Taylor Steele to shoot the series was a bit of a
gamble, as he had never made an ad before.
“This was a very unorthodox project from the start,” explains Paul McMillan, Group
Account Director at Clemenger BBDO Melbourne.
“We knew we couldnʼt capture these truly effortless moments on a traditional film set,
so we needed to treat this differently. Driving through Mexico for weeks with a surf
filmmaker, a few friends and some rough sketches was definitely a new approach for
all of us. The risks taken on this project reflect the great trust between CUB and the
Agency, as well as a deep collective understanding of the Corona brand”.
And in case youʼre thinking it sounds like the dream assignment, you wonʼt be hearing
any disagreement from the crew.
Professional surfer Jarrad Howse (who, donʼt forget, gets to go to places like this for a
living) said this was one of the most amazing experiences heʼd ever had.
“After surfing all day at an un-crowded right point with all the crew sitting down with a
Corona watching perfect waves roll through the palm tree lined point I realised that it
was exactly where I wanted to be!”
Anna Vitali, one of the stars of the film said one of her favourite memories was the night
they had a bonfire on the beach.
“We swam, played football on the beach with some locals kids then watched the sun
set and drank Coronas around the fire,” she said.
The campaign encompasses the movie (to be released online at
www.coronaextra.com.au), 1 x 45 sec, 11 x 30 sec and 4 x 15 sec TVCs (to be aired
on pay TV), cinema, outdoor, magazine and digital.
read less...CUB Senior Brand Manager: Paul Tansley
Group Account Director: Paul McMillan
Account Director: James Mackinnon
Account Manager: Andrew Dunlop
Planner: Michael Derepas
Soundtrack: Dylan Raasch
DoP/Cinematographer: Todd Heater
Editor: The Butchery
Stills photography: Chris Searl
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