Less stuff, less drama, less fakeness: Long White Vodka rails against societal expectations

  • Advertising
  • November 7, 2016
  • StopPress Team
Less stuff, less drama, less fakeness: Long White Vodka rails against societal expectations

TBWA is stripping everything right back as it launches Long White Vodka's 'Lovers of Less' positioning.

The new creative campaign, originally launched online over Labour Weekend, features a protagonist performing a monologue railing against the expectations in her life and championing simplicity. 

"There are so many rules and expectations placed on our lives, boxes to tick, such as buying a house, getting married and having children," says TBWA’s executive creative director Christy Peacock. "This video encourages people to relax a little, questioning what’s needed and what’s not." 

Long White Vodka 'Lovers of Less' from somesites.co.nz on Vimeo.

In addition to appealing to the target audience of young women, the campaign also provides a nice tie-in with the product, which is similarly stripped back, with no artificial colours or flavours.   

"TBWA and Florence did an excellent job of depicting the modern day women, one that no longer wants to conform to social norms and wants an uncomplicated life," says Giselle Bleakley, the marketing manager for RTDs and spirits at Independent Liquor.

What's also interesting about the campaign is that it doesn't shy away from the big issues. It faces them head-on. The housing crisis, marriage and careers all make an appearance in the ad. And yet, the narrative maintains an infectious optimism premised on freedom rather than checking arbitrary boxes. 

Credits:

Client: Independent Liquor
Campaign Title: Long White Vodka – For Lovers of Less
Agency: TBWA
ECD: Christy Peacock
CD: Karen Maurice-O’Leary
​Creatives: Priya Ratan and Kirsty Hitchcock
Producer: Jodie Hari
Account Manager: Aimee Knox
Business Director: Angelina Farry
Head of planning: Steve Clark
Film Production Company: Eight
Director: Florence Noble
Producer: Jozsef Fityus, Jodie Hari
Executive Producer: Anna Kennedy 
DOP: Alex McDonald
Post production: Jim Hudson, Pete Ritchie, Lakshman Anandanayagam
Music: Liquid Studios – Composition by Peter van der Fluit

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Spark Lab shows off its mentoring expertise in new campaign

  • Advertising
  • April 27, 2017
  • StopPress Team
Spark Lab shows off its mentoring expertise in new campaign

Spark Lab is on a mission to show that it offers more than just events, so it’s pulled in Sir Ray Avery, Dame Rosanne Meo, Dr Michelle Dickinson (aka Nano Girl) and Eat my Lunch co-founder Lisa King for a new campaign to demonstrate the leadership and mentoring that's on offer to businesses that get involved.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit