The Challenge:
Grants Initially came to us wanting to make a splash in one of their fastest growing markets: South Africa. The trouble was, it was still dominated by two Goliaths of the Whisky world, so how could they win market share?
1 Creative Re-positioning Campaign
2 Global Shoots (South Africa + Mexico)
Campaign adopted in 50+ countries
Stills for print, OOH, social, POS
Videos optimised for TV & Social Videos
The Solution:
We flew to South Africa to conduct ‘on the ground’ market research with our research partner. We quickly discovered a strong insight around the importance of ‘collective success’ which immediately stood out against what the other local Whisky brands were promoting (we’ve all seen the ‘personal progress’ ads!). To avoid brand misappropriation, we made sure the campaign was unmistakably “Grants”, full of brand iconography (three’s, triangles and colour pallet) all inspired by the iconic bottle and ‘Triple Wood’ product name.
““I’ve worked with agencies of all
shapes and sizes, but this was a
real collaboration. I’d recommend
Mattr to anyone seeking creative
partners to help build a brand
that stands out from the crowd.””
THE IMPACT:
The campaign proved so popular that it was adopted across the whole of Africa. Following its success we were then asked to recreate the campaign for the brands Latin American and European markets… making this a truly global ad campaign.
Why it Mattr’d:
We’re really proud to have worked with a brand like Grants who were brave enough to smash the status quo of older men having a quiet drink in favour of an epic, diverse, rooftop party.
TVC:
PRINT/OOH examples:
GIF examples:
Social examples:
In the wild:
CREDITS:
Creative Agency & Production: Mattr.Media
Service Company: With Milk & Wabi Productions
Creative & Director: Josh Hine
Executive Producer: Josh Fineman
DOP: Charlie Herranz
CAST:
(Africa): Masi Ngcwatywa, Roger & MK
(LATAM + Europe) : Karen Castrillo, Josue Guerra, Kubilay Sener