Following the success of Bruce, our city-wrecking monster, we built on the platform of clarity by leveraging other famous examples of “moments of clarity”. More stunning art direction on a shoe string, from Cher.
This phase 2 of the new visual language we created for Carlsberg global – just a selection. Not sure if it’s running anywhere yet. But I’d love to know if anyone’s come across this anywhere.Brilliant shots from Scott Newett, awesome comps from Electric Arts.
2009 saw a change of direction for Heaven & Earth. This time, we focused purely on taste as focus groups told us that Heaven & Earth tasted better than the competition. What better way to bring this out than with a celeb telling the truth for once. Great thinking from Vic and the team.
We were asked to reposition Coca-Cola Singapore’s green tea brand “Heaven & Earth” in 2007. Previously the brand had focused on a zen positioning. Our head of strategic planning, Francois, uncovered the truth – that green tea includes antioxidant ingredients which cleanse the mind and body. Useful when you’re a stressed out exec in today’s competitive city life. (Or for that matter, a monster with a sore head.)
This is the tvc, which was preceded by a guerilla campaign that dropped 15,000 pics of “Bruce” randomly around town and drove people to his MySpace and Friendster pages. (No Facebook back then.) Results? Heaven & Earth was the first stills brand to join Coca-Cola and Sprite in the 2million unit case club.