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I'm Drinking It For You

I'm Drinking It For You | Db Breweries | BBDO
Download Download JPG | 2479x1752px
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

An ordinary Kiwi couple sing a full-length, earnest love song about all the romantic things they can do for each other while holding a low-carb beer. The song details that they don’t need two hands to cook their dinner, clean their whip, cut your rig, build them a patio – they can do it all while drinking a low carb beer.

The song, titled “I’m drinking it For You”, managed to completely redefine the how the low carb market spoke to people and turned drinking a low carb beer into a selfless gesture for a loved one.

Cultural/Context information for the jury

An overwhelming number of low-carb beer drinkers in New Zealand are aged 35-45. That means that most of them are not out partying in bars, they are at home with their partners, putting the kids to bed, or washing up after dinner. To reach this audience, we looked beyond the chiselled abs and shouty low-carb claims of our competitors, and tapped into NZ’s famed self-depreciating wit.

Tell the jury about the creation of the original music track.

The song was written by the creative team at the agency, who are ex-touring musicians. They recorded a demo of the song for the first presentation to the client. Singers were cast on 3 criteria: they had to be amazing singers, who could act well, and looked thoroughly ordinary. Once cast, we went into the recording studio and recorded the song live with the team behind Lorde. We then shot the music video. Finally, we mixed sound recorded on set into the final mix of the song before mastering.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze Film Craft
Use of Original Music
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Strategy
Audience Insight
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