Man At Sea
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.
Brief: Mark a statement of intent for the direction of the brand and express the insight that success is the ultimate male aspiration.
Our Response: A series of cinematic documentaries celebrating British men of achievement. We told the moving stories of Olympic athletes and a Gold Cup winning amateur jockey, targeting the affluent worlds of horse racing, sailing and skiing. With For the Love we saw the opportunity to create a long-form documentary. In an industry first, Channel 4 acquired the film and broadcast it to an audience of over 1 million. This was a testament to the power of earned media.
Outcome: Multi award winning - including Best Branded Entertainment at the Lovies. Over 2 million views worldwide. Powerful long tail of assets - film premieres, DM, brochures, in-store, EM, PR and social media.