The Key to Reserva

   

If you like Martin Scorsese... it's a must see.
If you like Alfred Hitchcock... it's a must see.
If you like wine and champagne... it's a must see.
If you like out-of-the-ordinary-stories... it's a must see.

A movie definitely worth spending time with here.

   

JWT Barcelona, lead by Alex Martinez and his team, had a clever and innovative idea to promote FreiXenet, the Spanish sparkling wine (Cava is the Spanish sparkling wine "equivalent" to France's champagne). - More about the context story here.

As mentioned by Craig Davis (JWT's Worldwide's chief creative officer) on his blog, The Good Stuff :

"...the film features not the star in front of the camera but the stars behind - a striking shift from image to product, from how we look to what we make"

 

 

Now, what I like about this is that it drives your imagination out of the conventional story-telling patterns. Of course it is advertising... and of course, there is a link to a brand. But on a very personal point of view, I didn't feel betrayed by the apparition of the product (like it often happens in branded film content). I loved that they dared to distract our attention away from the product itself and push us back into the film. Smart and talented way to communicate. Last but not least, notice the "insightful link" that says : "GIVE US YOUR OPINION".

 

So... "if next year you had to do a short film, which director would YOU choose?"

    

UPDATE : Check "The Good Stuff" original post's comments... seems this story pushed Bob Jeffrey himself (JWT's Worldwide Chairman and CEO) to comment. I think it is a first time, but maybe I'm wrong.  : )

 

Comments

[Gavin Heaton]

This is great, Luc! This is going where I think all brands will NEED to ... moving to those master storytellers who can help provide an experiential context within which we can frame our engagement with brands.

[mindblob]

Gavin,
Thank you for your comment. Yes, creating "experiential contexts" is indeed a great way to engage people with a brand. And making the experience innovative, new, worth sharing with peers or self-regenerating is even stronger.

[The Kaiser]

Hi there blog!

For obvious reasons, I really, really like this.

[mindblob]

Marcus,

For obvious reasons... I'm glad you do!