MITCHUM:
LIVE THE MOMENT
TVC | STILLS | SOCIAL | RETAIL | STRATEGY
The BRIEF.
Create a through-the-line campaign that drives brand awareness / preference – and ultimately sales. The goal was to build consumers’ emotional connection with the Mitchum brand, shifting it from being a purely efficacy-based purchase.
Strengthening previous campaigns that had played in the live music space, our mission was to create a TV spot, social assets, photography and POS collateral, encouraging TwentySomethings to Live the Moment.
&FRIENDS did exactly what a traditional ad agency would do, but in a far more efficient way. This campaign was only a three-month timeline from brief to playout.
Stephanie Ledger – UK Commercial Director, Revlon
The RESULT.
If you’re going to play in live music, you need a credible reason to be there. So after carrying out some consumer research, we came up with a strategy and creative route that meant this was more than just a ‘badging exercise’ for the brand – enlisting the services of BAFTA-winning director, Michael J Ferns to bring the TV spot to life.
Instead of flying crew halfway round the world, we enlisted crew on the ground in South Africa – to curate our own ‘festival within a festival’ – featuring a mix of actors and real festival-goers.
Alongside our work on the campaign strategy, creative, production and delivery, we also advised on the social strategy that complemented the main campaign.
Total Brand Growth of 4.7% vs. Overall Category Decline
Neilsen
Best-in-Class 'Lift' For Brand Consideration
YouTube Brand Lift Study
