An agile global toolkit to launch a new brand platform, followed by local execution
Challenge
Hardys needed to build modernity and emotional meaning into their existing “Certainty” brand platform through the launch of ‘The Joy of Certainty’. Key markets were the UK, Australia and Asia, so an agile global toolkit was created to ensure consistency and distinction – essential for all localised content production.
What we did
Working with renowned photographer, Pelle Cass, we shot a stop-motion sequence of a group of friends embracing the certainty of Hardy’s wine over the duration of a dinner party.
The key visual allowed us to use it in its entirety as a powerful 96 sheet, whilst also cropping into specific wine moments to work in smaller social and digital assets. This offered the ultimate flexibility in approach, giving markets a toolkit of assets appropriate for multiple channels, with guidance on its execution.
We booked some of the biggest and most premium sites in our key cities, ranging from The Cromination, Old Street Canvas and Wandsworth roundabout in London, to the Bullring and Media Wall in Birmingham, and the Printworks and Piccadilly Gardens in Manchester, among many others.
To cover off our rail and underground commuters, we complemented this with a programmatic layer to access a range of premium digital formats with a bespoke Hardys audience (of food & wine enthusiasts, with kids of school age, and overlayed with visitation data to pubs and restaurants).
We supplemented the campaign with press and social.
