Exclusive: Woodstock Bourbon launches ‘How We Roll’ integrated campaign via CumminsRoss
CB Exclusive – Asahi Premium Beverages and CumminsRoss are set to launch their biggest ever integrated campaign for Woodstock Bourbon in Australia.
Woodstock is currently experiencing significant growth, with the new campaign developed to further accelerate this momentum. The ‘How We Roll’ campaign repositions the Woodstock brand to appeal to a broader market.
Woodstock, like all good bourbons, is barrel-aged; the more the barrels are rolled the better the bourbon tastes.
The campaign features the townsfolk of Woodstock, Kentucky, who take the rolling of their barrels very seriously. And what better way to demonstrate this than via a town that travels by barrel. From ‘barallel parking’ to a barrel car chase.
It will launch with a 60 second online film and TVC during the 2014 Formula 1 Australian Grand Prix broadcast. The integrated campaign also includes TV, Radio, Cinema, Digital, plus in-store promotions throughout the Easter period.
Says Greg Ellery, CEO at Asahi Premium Beverages: “This new campaign has already been embraced incredibly well by trade and consumers. It was essential that we broadened the appeal of Woodstock, and we believe this new campaign will do just that. CumminsRoss showed a deep understanding of the brand and their creative and media work was outstanding.”
Says Sean Cummins, CEO of CumminsRoss: “I am so proud of this work. It’s lovely storytelling, and sets up a strong enduring brand platform for Woodstock.
Client: Asahi Premium Beverages
General Manager, Marketing: Kate Dowd
Woodstock Brand Manager: Kelly Jones
Creative: CumminsRoss
Chief Executive Officer: Sean Cummins
Executive Creative Director: Jason Ross
Copywriter: Chris Ellis
Art Director: Aaron Lipson
Managing Director: Chris Jeffares
Group Account Director: Hayden Isaacs
Account Director: Damiano Dipietro
Account Manager: Jessica Chamberlain
Agency Producer: Susannah George
Media: CumminsRoss
Chief Media & Innovation Officer: Kirsty Muddle
Media Manager: Tom Johnson
Production: Guilty
Production company Producer: Jason Byrne
Director: Tony Rogers
DOP: Shelley Farthing-Dawe
Post: The Butchery / The Refinery
Offline Editor: Tim Parrington
Online Editor: Eugene Richards
Grade: Vincent Taylor
Sound Design: Flagstaff Studios
Sound: Paul Le Couteur
Stills Photographer: Christopher Tovo
33 Comments
NICE SPOT GUYS!
Well done Cumminsross!
Likeyyyyyyyyyy!
Great work Bants!
WOW!!!
Pisses all over the Jim Beam work. Well done CumminsRoss, nice ad.
Nice one Aaron and Chris !
Very nice. A simple but clever idea executed perfectly. I can’t wait to see the ambient stunt down George St.
I’m jealous, this is great.
Barallel Parking. The Ross Pun machine strikes again!
Product truth well told. Funny. Cool. Like.
Barallel parking, Legendairy, Enwhitenment… oh my…
So good. Matter of fact, I think I’ll have one now.
Love this ad. Congrats to the creative and production team that made this happen.
I had to share that ad with my colleagues. Very nice, simple idea.
Hey Punbelievable.
Every thing is a pun. Really. Whether it is visual or verbal.
And who loves puns? The punters.
So you should be punished for your hip uber cool point of view. You should be put in a puninteniary. Maybe Puntridge prison.
Puns are great. Cummins has a great joy for them. Get over it. Their are no rules.
Yeah, that’s nicely done.
Strong positioning
the ‘like us on Facebook’ plea is a bit vacant but I’m being a picky dickhead, the ad itself is cool
Good stuff. Solid.
Simple. Great. I watched. Well crafted too.
That is all.
once a pun a time,
loved your response (almost up to Sean’s writing skills, and he really can write), and you were going brilliantly (punished…puninteniary(sic)….Puntridge!!!), but after all that, what a clanger to write “Their are no rules”.
I love you guys and your ads. Hold me.
Good job – simple and catchy.
Totes silver
Az and Chris!!!
You two are just SPLENDID and it’s absolutely delightful.
I dare say the London agencies shall be calling.
Well done old chaps have a pint of the bourbon to celebrate.
So much better than that ‘crack a woody’ shit that was aimed at 15 year old males.
I was supposed to be the star in this video,What happened? Robert McCullum
This is the good stuff.
This agency is finally doing some decent work.
NOW, can you end our misery and take the “I brought a Jeep” campaign out to the old spray booth AND PUT A BULLET IN ITS FUCKING HEAD!
I bought a Jeep is a sensational campaign.
Obviously you don’t know good advertising. This agency is producing great work. I am totes jelly
Not sure about the love being directed at this spot. It’s a poorly branded generic bourbon commercial in a cluttered field all using the same images. Furthermore the ‘Crack a Woody’ campaign, which I declare I had nothing to do with was extremely well-branded and well targeted to an audience who don’t give a fig about ‘worthy’ bourbon credentials and just drink this stuff to get legless.
I am proud of you. This is brilliant. That end frame is the tits too.
Nice job Aaron, Chris and Suse. Also Haydo and his team. Well made Tony and Jason.
Hey Hahn Super Dry, that’s how you talk about your product without patronising your target audience.