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W+K London & Chambord Push Us to Do What We Want. Why? #BecauseNoReason

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French liqueur brand gets playful in campaign that offers a new ally in an age of overwhelming pressure

W+K London & Chambord Push Us to Do What We Want. Why? #BecauseNoReason

Do this, don't do that, follow the rules, post a selfie. Why do we bend to social pressures? Why can’t we just do what we like, for no other reason than we like to?

This summer, Chambord is giving the public a new reason to do what they want and follow their own rules: whether it's staying in, going out or turning an everyday moment into a special occasion, Chambord wants us to do what we like because no reason.

Breaking in the UK on 14th July 2014 on Channel 5 at 22:15 during Big Brother, the first campaign created by London agency Wieden+Kennedy since being awarded the global Chambord business introduces women to a new ally in the age of overwhelming pressure to look the right way, do the right thing, take the right pictures and say the right things – meet the Chambord woman. Just like Chambord, she's French, she's got her own style, and she’s a little bit different. Surrounded by a surreal pastel-coloured world where flamingoes roam indoors and normal rules don’t apply, Chambord's newest ambassador perfectly embodies the 'because no reason' attitude. 

The campaign launches with a 30" TV spot directed by Nick Gordon, giving the French black raspberry liqueur brand a playful new voice. You can see it at the bottom of the page. The film is supported by 10” TV executions, which you can see here.

Throughout the summer, a social campaign that will promote the ‘because no reason’ attitude at key moments when people are most vulnerable to bowing to social pressures – festivals, fashion shows, that crucial Saturday night go-out-or-stay-in moment. Fans will be given bright and witty doses of encouragement across Facebook, Instagram and Twitter, in Chambord’s ‘absurd logic’ language.  

Pour Chambord into a flute glass.

Top with the fizz of your choosing.

And finish with a raspberry.

Cheers, my petite cabbage. 

The campaign seeks to reposition the brand amongst a wider consumer base. The TV spots will run at key moments where dual screen viewer behavior is at a peak, seeing the conversation continue from the TV screen to the internet.

Do it, don't do it, but whatever you choose, do it #becausenoreason.

Alexander Sneen, Global Marketing Director - Vodka and Chambord, Brown-Forman, said: “We are excited to bring a step change to Chambord with Because No Reason. We wanted to give one of our iconic brands a playful new voice to appeal to a broader range of consumers, and this campaign does just that. It’s memorable, fun and beautifully crafted, and embraces the way our audience consumes media online."

Scott Dungate, Creative Director on the Chambord account at W+K London said: “It’s rare to get the opportunity to start from scratch and reinvent a heritage brand like Chambord. While we wanted to tip our hat to Chambord’s ‘Frenchness’, we wanted to make it modern, exciting and unpredictable. We wanted to give Chambord a personality that would thrive in social and beyond- not just make nice ads. With the line and attitude of ‘because no reason’, we can literally write executions for whatever and forever. While the simple, iconic art direction lets us turn around ideas fast and elegantly’.


video
W+K London & Chambord Push Us to Do We Want. Why? #BecauseNoReason
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Genres: In-camera effects, People, Dialogue

Categories: Spirits, Alcoholic Beverages

Somesuch, Mon, 14 Jul 2014 09:10:16 GMT