Sipsmith activated its first year as the Official Gin Partner of The Championships, Wimbledon in mid-June with a new campaign led by a Centre Court spot starring the brand’s Mr Swan character.
The activation, the Beam Suntory gin brand’s second campaign created in collaboration with agency Ogilvy, stars Sipsmith’s stop-motion Mr Swan enthusiastically announces that ‘Wimbledon is The Official Tennis of Sipsmith Gin’.
The spearhead spot, directed by Jeff Low and voiced by Julian Barrett, sees Mr Swan joined at Wimbledon by his partner Ani who patiently attempts to correct him during a quick tour of the All England Lawn Tennis Club.
The hero spot was supported by a behind-the-scenes style ‘making of’ video.
The activation spans a variety of TV formats (including 60-, 30- and 4×10-second spots) which launched on 21 June across TV and VOD a week before the start of The Championships.
The films are supported by a suite of social assets which range from Mr Swan commenting on tennis tournament traditions, to a ticket contest and a new strawberry product promotion.
We’re excited to introduce our Limited Edition Strawberry Smash Gin, crafted to celebrate our first year as the Official Gin Partner of The Championships, @Wimbledon. Available now on our online Gin Shop: https://t.co/kVb3TWingq pic.twitter.com/AKI5VgbwWb
— Sipsmith Gin (@sipsmith) April 2, 2021
For the chance to #WIN* tickets to The Championships @wimbledon 2021, show us how you #PerfectYourServe by uploading a photo to Instagram with the hashtag and @sipsmith before 13th June.
Find all the details here: https://t.co/WzQ23kGtLN
*T&Cs apply. Photo: @jennafifi pic.twitter.com/mvijmts3XQ
— Sipsmith Gin (@sipsmith) June 10, 2021
A new role for our strawberries…#Wimbledon | @Sipsmith pic.twitter.com/Bw75GtLT1C
— Wimbledon (@Wimbledon) April 2, 2021
“What better way for Mr Swan to make his comeback than celebrating the coming together of Sipsmith and Wimbledon as partners? It’s a delightful celebration of two quintessential brands that go to extraordinary lengths to delight their clientele,” said Beam Suntory Senior Global Marketing Director (Gin) Shelley Macintyre. “A shared attention to detail, combined with Mr Swan’s idiosyncratic quirks make this not only the perfect partnership, but a lot of fun too, which is what we’ve tried to capture with Mr Swan and his partner, Ani.”
Ogilvy UK Executive Creative Direct Jules Chalkley added: “Bringing back an overly excitable and confident Mr Swan with his unique view of the world, allows us to use his cheeky and super disruptive humour to celebrate what is an incredible partnership between two British super brands in what is to be a busy sporting summer.”
The campaign was created for Beam Suntory Senior Global Brand Director (Gin) Shelley Macintyre, Sipsmith Global Marketing Director Annabel Keech, Sipsmith Head Of Digital, Content & Design James Mills, Sipsmith Head Of UK Marketing Joel Hughes, Beam Suntory International Marketing Manager Fleur Maguet by Ogilvy UK.
The creative agency team included Chief Executive Creative Director Jules Chalkley, Chief Creative Officer Andre (Dede) Laurentino, Senior Art Director Tom Webber, Senior Copywriter Nick Sheppard, Head Of Strategy Sandie Dilger, Senior Strategist Emma Banks, Deputy ECD Of Design Luke Ridgeway, Head Of Moving Image James Brook-Partridge, TV Producer Christopher Eeles, Head Of Account Management Victoria Day, Business Director Kerry Capps and Account Manager Marissa Jade Whittle.
The media agency was Zenith with Business Director Ingrid Leddin, Planning Director Alice Hadley, Group Strategy Director James Marlowe and Investment Manager Andy Oldham.
Production was by Biscuit Films with Director Jeff Low, Producer Kowk Yau, Managing Director Rupert Reynolds-Maclean, Executive Producer Hanna Bayatti, Production Manager Adam Oyejobi, Production Coordinator Michael Scanlon, Animator Andy Biddle, Director Of Photography Matthew Day, Production Designer Gordon Allen, Model Maker Sarah Crombie and Editor Saam Hodivala.
Both audio post and post production was handled by Gramercy Park Studio.
Comment:
This campaign seeks to creatively capture the ‘love match’ between the two British Brands which position themselves as champions of excellence which share an unrelenting pursuit of greatness without quite taking themselves too seriously.
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