In the USA, Kentucky means horse racing and bourbon – that’s the message behind a new racing campaign from Woodford Reserve.
Woodford Reserve, the official bourbon of the Kentucky Derby, is leveraging its status at this year’s famous 141st ‘Run for the Roses’ race by rolling out limited edition 2015 Kentucky Derby commemorative bottles.
To promote the property-specific designed refresh, the US spirits brand Brown-Forman/Woodford Reserve brought its specially crafted Derby bottles to life in and around the Churchill Downs track with a new event-focused commercial.
Aired during the 2015 Derby TV broadcast in early May, and developed in tandem with agency Fallon, the ‘Bottle Run’ spot features animated Woodford Reserve bottles having their own race on the track.
The ad’s objective is to leverage the brand’s sponsorship rights and drive awareness of both Woodford’s status as the official bourbon of the Kentucky Derby as well as its long-term affiliation with other US flagship racing events such as the Preakness and Belmont.
The TV version is further supported by an online ‘Making Of’ clip that features ‘equine artist’ Carole Andreen-Harris – the designer of the 2015 Kentucky Derby Woodford Reserve bottles.
Andreen-Harris’ bottle features six horses and their jockeys rounding the first turn with the tracls iconic twin spires in the background.
The artists is not only an associate member of the American Academy of Equine Art, but is also a founding member of HeARTists for Horses (a group of Arizona artists who help horses in need).
‘Woodford Reserve is honoured to have such an esteemed equine artist design this year’s commemorative Derby bottle artwork,’ comments brand director Jason Kempf.
‘Her incredible talent and love of horse racing truly captures the spirit and passion of the Kentucky Derby.’
The Fallon team was led by chief creative officer Jeff Kling and creative director Jason Bottenus and included art director Joe Johnson, copy writer Charlie Kuhn, production director Andrew Koningen, managing director David Sigel, account supervisor Jordan Rossman and planning director Chad Koehnen.
The production was handled by MJZ and the spot was helmed by Nicolai Fuglsig and executive produced by Emma Wilcockson. Cinematography came from Alwin Kuchler, art direction was by Dan Griffin, editorial and VFX was worked on by The Mill NY and sound was by tonefarmer and Sound Lounge.
Comment
Despite failing to mention ‘fried chicken’, there is certainly some synergy between the product and the property as Kentucky goes hand-in-hand with bourbon and horse racing.
Using an artists to create a special edition Kentucky derby bottle has become an annual activation tradition for the bourbon sponsor.
In 2014 a new commemorative ‘4th Turn’ Kentucky Derby bottle featuring a head-on horse was by Louisville artist David O Schuster, whilst the 2013 version was by Oregon-based painter Eric Bowman whose work showed two horses and jockeys racing for the Churchill Downs finish line with the famous grandstands in the background.
Woodford Reserve’s has a strong heritage in horse racing dating back to the brand’s launch in 1996.
As well as its 17-year long relationship as the Derby’s official Bourbon, the brand is also title sponsor of one of the preliminary races at Churchill Downs on Derby Day the ‘The Woodford Reserve Turf Classic.
Woodford Reserve even has its own racing stable that includes well known racing thoroughbreds such as ‘Angel’s Share’ and ‘Reserve My Heart’.
Links:
Woodford Reserve:
Kentucky Derby:
Fallon:
