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 Melbourne … read morewill release a short film, 'The Journey' 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 '76 Winnebago Chieftain.
Photographer Chris 'Hollywood' 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 'From where you'd rather be'.
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 couldn't 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 you're thinking it sounds like the dream assignment, you won't be hearing
any disagreement from the crew.
Professional surfer Jarrad Howse (who, don't forget, gets to go to places like this for a
living) said this was one of the most amazing experiences he'd 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...
