Red Stripe Case study MAKE MUSIC IN THE CORNER SHOP [video] by Stink

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Industry Beers and Ciders
Media Case study
Market United Kingdom
Agency Stink
Director Legs - Greg Brunkalla
Creative Director Dave Bell, Gui Seiz
Art Director Howard Green, Lucy Butler
Copywriter Emma Morton
Producer Giles Johnson
Strategic Planner Mayumi Beckers
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Alcoholic Drinks Silver

Credits & Description

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: DIAGEO
Product/Service: RED STRIPE
Creative Director: Dave Bell (KK Outlet)
Copywriter: Emma Morton (KK Outlet)
Art Director: Howard Green (KK Outlet)
Strategic Planner: Mayumi Beckers (KK Outlet)
Agency Producer: Suzanne Schurgers (KK Outlet)
Director: Greg Brunkalla (Stinkdigital)
Executive Producer: James Britton (Stinkdigital)
Creative Director: Gui Seiz (Stinkdigital)
Producer: Giles Johnson (Stinkdigital)
Art Director: Lucy Butler (Stinkdigital)
Editing: Gus Herdman (Trim)
Editing: Ryan Dzierzek (Stinkdigital)
Post Production: Olof Storm (Stinkdigital)
Creative Technologist: Daniel Hirschmann (Hirsch & Mann)
Creative Technologist: Katrin Baumgarten (Hirsch & Mann)
Describe the brief from the client
East London shoppers had the surprise of their lives when their local corner store in Dalston’s Kingsland High Street became a giant musical instrument for one day only.
Products on the shelves and items left scattered around the store became the most unlikely of instruments, triggered into performance when a customer chose a Red Stripe from the shelves. The reactions of surprised patrons were captured on film, as they set off the corner shop to the well known rock steady tune of “A Message to You Rudy” by Jamaican musician, Dandy Livingstone.
Promotion Development
We wanted to create an experience which would surprise and delight the audience — whether they experienced it in person in the store, or online when watching the film.
The location of the shop meant that we had direct access to our target audience, and the intentionally low, 'CCTV style' production value of the film content added authenticity, increasing the impact of the storytelling.
The film had genuine viral impact on YouTube, Facebook and Twitter, specifically amongst the target audience. The campaign also had hyper-local impact, with the shop owners continuing to get enquiries from customers as if they can make it happen again!
We made smart use of a low budget, and demonstrated that a good idea can often create exposure in the absence of a large media budget.
Relevancy to Product/Service
Red Stripe's brand is all about things being fun, hand made and authentic to Jamaican heritage. This project was an embodiment of the brand values. We put smiles on the faces of the audience, with the product taking centre stage, and created something that Red Stripe fans felt compelled to share.