Fire & Ice
Alfred Dunhill had a clear goal: increase relevance among modern luxury consumers and reach new audiences.
Taking the bold approach of pure entertainment as advertising and avoiding blatant product messaging, we created Portraits of Achievement; a series of cinematic documentaries telling the uplifting, moving stories of British sportsmen. From Olympic athletes to a Gold Cup winning amateur jockey, we targeted affluent worlds such as horse racing, sailing and skiing to position the brand in contemporary and aspirational editorial.
In For the Love, we saw the opportunity to go a step further and create a long-form piece and in an industry first, Channel 4 acquired the film and broadcast it to an audience of over 1 million as a key element of their racing coverage.
A testament to the power of earned media, Portraits of Achievement achieved widespread success for Alfred Dunhill creating a powerful long tail of assets including film premieres, film festival appearances, print marketing, brand books, in-store, PR and social media.