Live Rich challenges conventional notions of wealth, re-imagining it as a life of memorable experiences and perpetual discovery.
FINLANDIA, LIVE RICH – GLOBAL BRAND POSITIONING
Low brand awareness had left the Finnish vodka brand struggling to find its place in the market when Brown-Forman put the account up for pitch in 2011.
The story I developed for Story Worldwide's creative submission used the idea of Finland, which had recently been named Most Desirable Country To Live by Monocle, building an association between Finlandia and Explorer lifestyle choices.
The story I developed for Story Worldwide's creative submission used the idea of Finland, which had recently been named Most Desirable Country To Live by Monocle, building an association between Finlandia and Explorer lifestyle choices.
A SMØRGASBOARD OF RICH EXPERIENCES
Working with Art Director Ciara Meaney and ECD Paul Alexandrou, we developed a visual language that used collage and cut-outs to create a smørgasbord of rich, yet accessible experiences, the analogue tears reflecting the contours of the bottle and Finland itself.
Each image tells a story – and audiences were encouraged to share their own Live Rich moments via social channels.
We also took inspiration from Finland for the Tone of Voice. A film we made for the pitch captured the speech patterns and shy humour of folk we encountered on the streets of Helsinki.
To this we added what we referred to as 'the explorer's inner voice' – challenging, edgy, irreverent.
IMPACT
"Live Rich" was adopted not just in the UK but as the global positioning, and a global integrated campaign by Weiden+Kennedy followed.
Working with Art Director Ciara Meaney and ECD Paul Alexandrou, we developed a visual language that used collage and cut-outs to create a smørgasbord of rich, yet accessible experiences, the analogue tears reflecting the contours of the bottle and Finland itself.
Each image tells a story – and audiences were encouraged to share their own Live Rich moments via social channels.
We also took inspiration from Finland for the Tone of Voice. A film we made for the pitch captured the speech patterns and shy humour of folk we encountered on the streets of Helsinki.
To this we added what we referred to as 'the explorer's inner voice' – challenging, edgy, irreverent.
IMPACT
"Live Rich" was adopted not just in the UK but as the global positioning, and a global integrated campaign by Weiden+Kennedy followed.
Client: Brown-Forman
Agency: Story Worldwide
Concept: Stef Macbeth & Ciara Meaney
Art Direction: Ciara Meaney
Copy: Stef Macbeth