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.