The Red Brick Road and Magners have launched the latest installment in the award winning ‘There’s Method in the Magners’ series.
The first fully integrated campaign since winning the Magners digital and social media business at the start of the year features TV, outdoor, digital and social media, and will run nationally and support key drinking occasions across the summer months. All media was planned and bought by MPG.
Breaking on Thursday 22nd March, ‘Made in the Dark for a better taste’ is an evolution of the communication strategy first launched in 2010. It is a perfect example of Magners’ philosophy around ‘doing things differently in order to get better results’. Making cider in the dark feels counter-intuitive, but this is where the magic takes place, making Magners taste even better.
Directed by Dom&Nic from Outsider, the innovative and humorous 40” TV execution is set almost entirely in darkness and features the inhabitants of Clonmel continuing their normal daily activities at night and not being held back by bad light – whether that is playing tennis, getting their hair-cut or attending the local nudist society. Glimpses of the action along with the voice-over encourage the viewer to fill in the blanks. The ad then continues with the voice-over “cider made in the dark tastes better when you drink it in the light” and finishes in a sunny pub garden where a man accidently bumps into a girl before saying ‘sorry I didn’t see you there’. It finishes with the super ‘There’s Method in the Magners’.
The outdoor, shot by Paul Zak, includes seven underground station dominations across London and Glasgow including a media first at Oxford Circus with a 180 degree wrap. The iconic creative features hands in the dark holding beautifully lit pints of Magners. The campaign consists of four core images including ‘hero’, ‘drinking’, ‘cheers’ and ‘social’ and includes a 10” motion animation.
Our digital campaign will help amplify the brand’s philosophy as well as drive customers through to our social platforms via a variety of initiatives planned across the summer. The first of which is our “eye-pad” activity which launches on Thurs designed to tie-in with the clocks going forward.
Head of Marketing, Kirsty Hunter said: “We’re excited to be launching an innovative fully integrated campaign which we believe will engage our consumers during key drinking occasions this year”.
Paul Hammersley, Managing Partner, The Red Brick Road said “This campaign combines a great evolution of a very successful TV campaign with very innovative use of both outdoor and digital channels.”
Project name: Made in the Dark for a better taste
Creative agency: The Red Brick Road
Client & their job title: Kirsty Hunter, Head of Cider Marketing
Brief: Drive people to actively choose Magners for more occasions, amongst more audiences.
Creatives: Matt Davis, Richard Megson, Sam Cartmell
Art Director: Marc Donaldson, Jamie Bennett
Business Director: Sophie Edwards
Account Director: Lisa Pilbeam
Agency Planner: David Hackworthy, Oli Feldwick
Agency Producer: Charles Crisp
Production Company: Outsider
Producer: John Madsen
Director of Photography: TBC
Editor: Struan Clay (Final Cut)
Music (if composed/mixed): Mark Campbell – One More Music Company
Audio post-production: Jim Griffin - Jungle
Media Agency: MPG
Media Planner: Rebekah Cavanagh