Thu, 10 Jun 2021 09:34:30 GMT
Grey Goose is sliding into a smoother summer with their latest campaign work from MullenLowe LA. Billed under the line ‘Pour Yourself Something Smooth’, the work aims to deliver on the elusive state of mind that comes with warm weather, a clear calendar and a Grey Goose cocktail in hand.
The work builds on the brand’s visual relationship with nature as established by their recent campaign launch of Grey Goose Essences. The film takes the viewer through a peak summer moment from the perspective of a Grey Goose aficionado’s spot on an endless chaise lounge, gliding through the day as a Grey Goose cocktail comes together in his glass.
“The direction of our latest work marks a further evolution of Grey Goose’s brand world, opting for a more self-aware and sensory-oriented approach to the premium spirit’s brand communications,” said Grey Goose vice president global marketing, Martin de Dreuille.
Both film and still photography were shot by director and photographer Dean Alexander. MPC led the work of bridging the gap between the location and the endless chaise lounge, integrating the choreography of a drink made in motion with a mounted camera and plenty of dolly track. The campaign’s accompanying design work infuses the photography and social assets with the same smooth aesthetic through graphic compositions and kinetic type.
As a wink to the brand’s name and the tone of the work, the spot ends with a goose and a knowing nod.
The work will appear in the US, UK, Australia and Canada across linear TV, OLV and social media, with a heavy presence during NBA games.
Executive Creative Directors: Laura Sampedro and Carlos Alija
Creative Directors: Christ Juhas and Fabio Brigido
Senior Art Director: Mary Wuensch
Senior Copywriter: Josiah Hoeflinger
Designer: Sunny Li
Junior Designer: Sandra Seo
VP Head of Integrated Production: Kate Hildebrandt
VP, Executive Producer: Brian Smith
VP, Director of Art Production: Karen Youngs
VP, Director of Business Affairs: Davina Turnbull
Senior Business Affairs Manager: Monica Silverman
Project Manager: Chad Daniels
Managing Director: Javier Passerieu
Account Director: Abby Inman
Account Supervisor: Ana Boyadjian
Senior Account Executive: Ella Cobleigh
Director: Dean Alexander
Production Company: SOIXAN7E QUIN5E
Color: MPC LA
Colorist: Dimitri Zola
Producer: Phoebe Torsilieri
EP: Meghan Lang Bice
Finishing: MPC France
Audiohouse: Sound Lounge
Sound Designer: Marshall Grupp
Mixer: Tom Jucarone
Producer: Camila Dayson Aravena
EP: Susie Shuttleworth
Music artist: Jike Junyi
Music representation: Marmoset
Martin de Dreuille Sanecterre: Global VP of Marketing, Grey Goose at Bacardi
Emiliana Vidali: Senior Director Insights Grey Goose & Patron at Bacardi
Krystina Robinson: Global Brand Director, Grey Goose at Bacardi
Categories: Spirits, Alcoholic BeveragesMullenLowe U.S., Thu, 10 Jun 2021 09:34:30 GMT