Greenall’s Design a piece of creative that brings to life a classic British moment in a contemporary way
Website — greenallsgin
1
YCN Student Awards 2016/17
Social — @greenallsgin
ycn.org
Greenall’s
The Brief We would like you to choose quintessential British moments that have lasted through time and are still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart. Background Gin is the fastest growing spirit category in the world and Gin & Tonic is the drink of the moment. A trend that started in Spain and then spread to the UK, the US, Australia and into the rest of Europe – and Greenall’s was really the gin that started it all. Greenall’s is The Original London Dry Gin, handcrafted by Britain’s oldest gin distillers since 1761. We are one of the world’s most awarded gins, particularly noted for our superior quality and smooth taste. We were established by the innovative Thomas Dakin who set up our gin distillery in the heart of Warrington – a major stopover destination for all thoroughfare heading from London to the north of the country, with the ambition of producing the smoothest gin and pioneering a new production process with the first ever use of the Coffey still to distil a more refined and accessible spirit. At Greenall’s, we are proud of our British roots, and the authenticity, heritage, and stories that have led us to become one of the UK’s favourite gin brands. We embody the classic British sense of humour: the perfect balance of being down to earth with a touch of irony. We’re inviting and open-minded — we want to welcome people into our fun and spirited world of gin. Our Greenall’s family is headed up by Greenall’s The Original, but we also have Greenall’s Wild Berry, Greenall’s Sloe and our innovative premixed cans in 4 different flavours. With over 250 years of authentic stories we still remain at the heart of everyday sociable drinking occasions. Greenall’s is the #2 standard gin in the UK and we’re enjoyed in over 200 countries. We’re a contemporary British classic – just as relevant today as we were back in 1761.
2
YCN Student Awards 2016/17
ycn.org
Greenall’s
The Creative Challenge We would like you to choose quintessential British moments that have lasted through time and are still relevant today and produce a piece of creative that brings this to life in a contemporary way and has Greenall’s at its heart. You can choose any of our Greenall’s products to be at the centre of your designs, but obviously certain products will suit certain occasions better. For example the quintessential British afternoon tea, which is still in vogue years after its conception, could be a perfect pairing for a cocktail made with our Greenall’s Wild Berry. Another example could be our premixed cans that might be the perfect addition to the infamous Great British Picnic. Your creative could be applied across any channel. It might feature on a piece of limited edition marketing collateral, such as a coaster, a postcard, a gift with purchase or a neck tag. Or it might be shared as part of our Facebook strategy to recruit new consumers into Greenall’s or engage with our existing fans. Or it might constitute a poster campaign. We are also open to any medium — from print to photography, video, graphic design, animation, illustration etc. Creative Considerations • Greenall’s green interpretation of the Union Jack flag is the creative epitome of our Britishness, and has featured on our packs in a number of iterations. It brings vibrancy and fun to the party. It amplifies the good times. It brings to life our inviting tone of voice. And, most of all, it is a real stamp of our pride to be British. We know that consumers recognise the green flag as being part of our core identity. It is ownable and distinctive, helping us to stand out on shelf and in bar. We’re keen for this to be integrated in an engaging, creative and disruptive way within your response. • Our Greenall’s crest is the embodiment of our heritage, authenticity and over 250 years of stories as Britain’s oldest gin distillery. It is a badge of reassurance and a nod to our smooth taste credentials and superior quality. • Greenall’s The Original is 100% ownable as we were the first British gin distillery and we want to communicate this more to consumers – to show that the fantastic classic recipe we developed over 250 years ago is still as relevant and popular today • Our Greenall’s dark green is our key brand colour and our lighter green Pantone brings to life the vibrancy of the social occasions that Greenall’s is at the
3
YCN Student Awards 2016/17
ycn.org
Greenall’s
heart of. White and silver are also secondary colours that we use throughout communication. Target Audience We would like you to target millennials who are looking for authentic, British brands with real heritage and stories to be part of their everyday life. Having a good time socialising with their friends is important to our target audience and gin is firmly on their radar and at the heart of their drinking occasions, although they don’t have any particular loyalty to any specific brand. We want to make them passionate advocates of Greenall’s through reinforcing our authenticity and credentials as well as amplifying our inviting British personality. Mandatories The Greenall’s The Original logo, must feature on all designs. Please ensure that your creative adheres to the responsible drinking guidelines. Check out the Portman Group Code of Practice for more specific information (in particular section 3). Deliverables & Additional Information Please check out the Greenall’s Facebook, Twitter or GreenallsGin.com for brand info. For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website. Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.
4
YCN Student Awards 2016/17
ycn.org