The challenge for the premium whisky brands which Brandhouse stocks and sells (Bells, Johnnie Walker etc) was recession. Consumers were drinking cheaper brands. Both the TV show and the mailer set out to show that there are no chap ways to make a decent scotch.
It is common for creatives to browse through photo libraries hoping that an unexpected image might lead to a surprising new idea. It was this insight into the creative mind which drove the direction of the creative concept: Random Inspiration.
‘Head & Heart’ was mailed out to 200 potential customers. It was a book with Gothic illustrations that took the recipients on a fantastic journey. Each of the 12 chapters has a heading of seemingly disparate pairs of terms, like Price & Performance, Mass & Class or Meeting & Relationship.
The agency chose to dramatise a human truth: new cars are great, but they do take a bit of getting used to. The ‘New Car Owner’s Manual: Your Guide To Frequently Encountered Problems’ brought this insight to life. After all, they’re nice problems to have.
Given that the recipients were growing themselves, literally, and were about to grow a family, the concept of ‘growth’ was central to the piece. The visual language was of growth imagery and the copy used metaphors inspired by trees, plants and flowers.
3Sixty research revealed that many young people post video diaries of their interrailing trips around Europe on YouTube and Facebook. They like to tell the stories of their experiences and adventures and hear those of their friends. As well as this insight, research showed that they are often more interested in music festivals abroad than at home, where they can be expensive wash-outs. Big-name rock bands and sunshine, what more could they want?
