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In April 2010, The Jupiter Drawing Room (Cape Town), winners of the Tony Koenderman’s 2010 Cape Agency of the Year, launched a campaign called “Scotland From Home” for their Brandhouse client. “Scotland From Home” is aimed at educating consumers about good quality whisky and about the heritage of Brandhouse whiskies. The campaign follows the travels of a slightly vain and presumptuous Scottish man, Bruce Campbell, as he searches for ways to brew whisky at a fraction of the normal costs.
“In order for us to really engage and therefore educate the audience, we took a very non-traditional route.” Jupiter Drawing Room (Cape Town), Executive Creative Director, Ross Chowles explains “We shot a series of quirky and witty two-minute long documentary-type commercials, for various Brandhouse whisky brands; The Singleton, Johnnie Walker Black Label, Bell’s, Johnnie Walker Red Label and J&B Rare, which takes the audience on an educational journey as Bruce Campbell meets and interviews a number of whisky connoisseurs. We are really proud of the end-product as it communicates the sentiment behind our campaign strategy “Life's too short to drink a cheap whisky.”
The location shoot of “Scotland From Home” proved to be a rather chilly experience, but in the spirit of remaining true to the Scottish heritage and authenticity, Jason Xenopolous (Director), Peter Grid (Producer), Kim Henshilwood (Art Director, Jupiter), Nick Gordon (Copywriter, Jupiter) and other crew members braved the freezing cold, snow and rain to shoot the commercial in north of Scotland in five days.
Great concepts always require inventive media strategies that answer and fully support campaign objectives. Jupiter Drawing Room (Cape Town), Account Director, Rowan Eva explains the approach, “The strategy is rather unusual and highly innovative. It positions the commercial as content and not the traditional 30 second commercial - that way the audience sees the long duration commercial as a programme, therefore effectively delivering the message.”
The strategy leverages a high reach popular prime-time programme and positions the commercial immediately after this without any traditional commercial breaks in-between the two. This very effectively retains the viewers’ attention.
To view footage, comments and pictures of “Scotland From Home”,log on to http://www.scotlandfromhome or h
ttp://www.youtube.com/scotlandfromhome.
For further queries, please contact:
Londeka Mlawuza
Jupiter Drawing Room (Cape Town)
Public Relations Manager
Tel: 021 442 7000
Cell: 071 824 6265
E-mail: lmlawuza@jupiterct.co.za
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