OBJECTIVE
The goal of this project was to produce a viral-style short film heralding the launch of Becks' new label design - the message, of course: "New Label, Same Great Taste". Targeted to consumers in their twenties, Becks wanted the film to possess their spirit of independent thinking and self expression. Becks salutes those who remain true to their beliefs and refuse to follow fads, so the film did the same.
STRATEGY
To accomplish this we created a memorable character. The ridiculousness of his commitment to an ultra-niched sport combined with the strength of his dedication becomes emblematic of Becks' integrity to its product. Viewers simultaneously laugh at and respect the character, subtly pushing Becks' message that it's what's on the inside that counts.
