https://johnstoncreativestudios.com Johnston Creative Studios Tue, 11 Jul 2023 19:59:27 +0000 https://johnstoncreativestudios.com en https://johnstoncreativestudios.com/Advertising Mon, 18 Jan 2021 22:31:59 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Advertising Featured Case Studies <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/81825064e31d23deef066ca38b2b5c582d8c49ba2a2c7b150c603506c5df9efc/Adv_Icon_Believer2.jpg" data-mid="248270283" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/81825064e31d23deef066ca38b2b5c582d8c49ba2a2c7b150c603506c5df9efc/Adv_Icon_Believer2.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/dd4dd96e077ece66a03dc9864807b7550b99f78488711e534c5045fbc67b8201/Adv_Icon_Juventus4.jpg" data-mid="248270285" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/dd4dd96e077ece66a03dc9864807b7550b99f78488711e534c5045fbc67b8201/Adv_Icon_Juventus4.jpg" /> <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/f3984c2d4dd09a92bd76a799de34e606f5c0f2807c0730eae5c885f506596bbe/Adv_Icon_TheGlenlivet4.jpg" data-mid="248270287" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/f3984c2d4dd09a92bd76a799de34e606f5c0f2807c0730eae5c885f506596bbe/Adv_Icon_TheGlenlivet4.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/8b00d6dadc908c753a28aca1c5de3f36d4984d17adc7a79ef0fffb0615d8d37b/Adv_Icon_MasterCard3.jpg" data-mid="248270286" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/8b00d6dadc908c753a28aca1c5de3f36d4984d17adc7a79ef0fffb0615d8d37b/Adv_Icon_MasterCard3.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/9b9ed03f00d10e452a360bc7559f7d4b19cdabadc41cf7cf9bd79fb8605a1747/Adv_Icon_Cuervo3.jpg" data-mid="248273287" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/9b9ed03f00d10e452a360bc7559f7d4b19cdabadc41cf7cf9bd79fb8605a1747/Adv_Icon_Cuervo3.jpg" /> Select Campaigns <img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/e0752ef17514e4bd8ee6e9a1c4ac2d1cb62846e87a179deb325c32b1959e1bae/Adv_Icon_NFLkids4.jpg" data-mid="248272034" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/e0752ef17514e4bd8ee6e9a1c4ac2d1cb62846e87a179deb325c32b1959e1bae/Adv_Icon_NFLkids4.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/a0f62c6ca63d23d9d72943a8dd64b2cbfa1aa40f66935b02aacb303f296de731/Adv_Icon_Hanes.jpg" data-mid="248274047" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/a0f62c6ca63d23d9d72943a8dd64b2cbfa1aa40f66935b02aacb303f296de731/Adv_Icon_Hanes.jpg" /><img width="1658" height="1027" width_o="1658" height_o="1027" data-src="https://freight.cargo.site/t/original/i/2c4a969a968a9f6fba6dca14f6aa9efc1ceb2539e4896408aea37a7a7be300fd/Adv_Icon_RedStripe.jpg" data-mid="248272035" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/2c4a969a968a9f6fba6dca14f6aa9efc1ceb2539e4896408aea37a7a7be300fd/Adv_Icon_RedStripe.jpg" /> https://johnstoncreativestudios.com/Juventus-FC Tue, 19 Jan 2021 14:56:56 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Juventus-FC Juventus FC: StupendusDriving U.S. Market Expansion Through Social-First Activation ______________________________________ Concept, Creative Direction, Copywriting, Video Direction and Creation by Ted Johnston <img width="2400" height="3300" width_o="2400" height_o="3300" data-src="https://freight.cargo.site/t/original/i/bb6de7557174a75a10a5e50d1b6a18639b67085f9f09970e97679c89ff4ddfad/Adv_Juventus4.jpg" data-mid="126336072" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/bb6de7557174a75a10a5e50d1b6a18639b67085f9f09970e97679c89ff4ddfad/Adv_Juventus4.jpg" /> The ProblemJuventus needed to increase brand awareness and fan engagement in the U.S. market, where recognition of the club remained limited despite its global success.The Solution•&nbsp;Developed a social-first activation strategy introducing Juventus to new U.S. fans •&nbsp;Simplified brand entry through culturally accessible storytelling and digital engagement •&nbsp;Connected online engagement to live U.S. tour activation events •&nbsp;Leveraged Juventus’ global social channels to amplify reach and sustain engagementThe Result•&nbsp;Increased global brand popularity from 56% to 79% within 12 months •&nbsp;Drove exponential engagement across social and live event platforms •&nbsp;Generated sustained global amplification via owned media channels •&nbsp;Extended Juventus’ presence into the U.S. market through digital and experiential integration The ImpactStrengthened Juventus’ position as a culturally accessible global soccer brand, accelerating U.S. market engagement and long-term fan acquisition through a connected digital-to-live experience system. ________________________ Fan Hype Video This hype video was used to celebrate and expand upon the success of Juventus FC by getting American soccer fans more emotionally involved with the team. Sports is as emotional an experience as there is in advertising, and using this as Direct Response TV ads generated a huge lift in fan participation through social media and consumer word-of-mouth efforts. ________________________ Case Study and Results ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/NFL-Kids Tue, 19 Jan 2021 21:02:11 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/NFL-Kids NFL Kids: Big Brains InitiativePR, Earned Media Campaign______________________________________ Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston <img width="2400" height="4281" width_o="2400" height_o="4281" data-src="https://freight.cargo.site/t/original/i/8b00f9cccfc0b1e235a3baec6a348c3de2a9dcd1e335939c5cb87ec42ee66b02/Adv_NFLkids5.jpg" data-mid="130181637" border="0" data-scale="96" data-no-zoom src="https://freight.cargo.site/w/1000/i/8b00f9cccfc0b1e235a3baec6a348c3de2a9dcd1e335939c5cb87ec42ee66b02/Adv_NFLkids5.jpg" /> The Problem Professional athletes strongly influence young audiences, but academic achievement is often overlooked in sports culture. The NFL partnered with other major sports leagues to help make education something worth celebrating. The Solution •&nbsp;Created the Big Brains Initiative, a cross-league PR and earned media campaign promoting academic success • Developed broadcast and social content featuring athletes from the NFL, NBA, and MLB• Used humor and oversized “Big Head” fan culture to celebrate intelligence and school achievement• Extended messaging across television, PR, and social media channels The Result •&nbsp;Increased positive brand perception through purpose-driven messaging• Generated strong earned media and social engagement• Reinforced participating leagues as positive role models for younger audiencesThe Impact Positioned the NFL and partner leagues as advocates for youth education, strengthening community engagement through a lighthearted, socially driven campaign platform. ________________________ Advertisements Professional sports leagues are joining forces to help youngsters reach greater success in school and show off their big brains. Top athletes everywhere are jumping in to help. Case in point... <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/f935c78169934335f628d0df1aca10bfc4012aa529777f1c52f81d48a8a4287b/Adv_NFLkids_Commercial1.jpg" data-mid="127869281" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/f935c78169934335f628d0df1aca10bfc4012aa529777f1c52f81d48a8a4287b/Adv_NFLkids_Commercial1.jpg" /> Crowd shots at an NFL game. The TV announcer calls out the final play... “New York Giants running back Saquon Barkley jukes and spins, he’s flying down the sideline! Ten seconds left! He’s at the 10, the 5, touchdown! Giants fans are going crazy, bouncing up and down in the stands with their Saquon Big Head signs!” “Wow!!” <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/32b3546228609041bf791ae4f37c5571899b8148961c66294a805c9154586fcf/Adv_NFLkids_Commercial2.jpg" data-mid="127869280" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/32b3546228609041bf791ae4f37c5571899b8148961c66294a805c9154586fcf/Adv_NFLkids_Commercial2.jpg" /> Crowd shots at an NBA game. The commentator jumps up... “Dallas Mavericks star Luka Doncic is driving the length of the court. Three seconds left! He elevates and dunks at the buzzer! The crowd screams and celebrates! Show off those Luka Big Heads, fans!” “Mavs win!!” <img width="2520" height="2844" width_o="2520" height_o="2844" data-src="https://freight.cargo.site/t/original/i/a88289e33375ec2bc96d5f993c6a236d9f2cdafc53d4beacde4456831be85d45/Adv_NFLkids_Commercial3.jpg" data-mid="127869279" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/a88289e33375ec2bc96d5f993c6a236d9f2cdafc53d4beacde4456831be85d45/Adv_NFLkids_Commercial3.jpg" /> Crowd shots at an MLB game. The play by play man digs in.. “It’s the bottom of the 9th and Mike Trout steps in with his LA Angels down by 3, but the bases are loaded. He gets an inside fastball and turns on it! It’s deep! It’s gone! Grand Slam!! The crowd is going nuts with their Mike Trout Big Heads!” “What a game!” <img width="2520" height="1695" width_o="2520" height_o="1695" data-src="https://freight.cargo.site/t/original/i/20a196bfd10d06030f91f04d95aafb8d2458dd9118445871930d1716d0f5f0fd/Adv_NFLkids_Commercial4.jpg" data-mid="127869278" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/20a196bfd10d06030f91f04d95aafb8d2458dd9118445871930d1716d0f5f0fd/Adv_NFLkids_Commercial4.jpg" /> Later on, the athletes are celebrating with the Big Brains Kids, inspiring them to continue their winning streak in school.Crowd: “YAAAAAAAAA!!” Posing for a photo-op with the young fans, they all try their best to squeeze in to the picture. The little ones fit in fine. The Big Brained athletes, not so much. Crowd: “BOOOOOOOO!!” ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Hanes-Mom-Isms Tue, 19 Jan 2021 22:23:39 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Hanes-Mom-Isms Hanes: Mom-ismsAdvertising/Shopper Marketing&nbsp;Campaign______________________________________ Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston <img width="2400" height="3955" width_o="2400" height_o="3955" data-src="https://freight.cargo.site/t/original/i/5f0c91026b69619ca2139b411cd9a55060102b559f13b36147504ed3daece48d/Adv_Hanes_MomIsms5.jpg" data-mid="128694636" border="0" data-scale="96" data-no-zoom src="https://freight.cargo.site/w/1000/i/5f0c91026b69619ca2139b411cd9a55060102b559f13b36147504ed3daece48d/Adv_Hanes_MomIsms5.jpg" /> The Problem Hanes wanted to reconnect with family audiences in a crowded essentials category by turning a familiar piece of parental wisdom into a humorous, relatable campaign platform.The Solution • Created Mom-isms, a retro-inspired campaign built around the classic warning: “Wear clean underwear. You never know when you’ll be in an accident.”•&nbsp;Developed a series of exaggerated 1950s-style commercials featuring an aggressively overprotective mother and her increasingly traumatized family•&nbsp;Used humor and nostalgic storytelling to modernize a traditional shopper marketing message•&nbsp;Extended campaign messaging across broadcast, retail, and digital channelsThe Result • Generated unexpectedly strong audience engagement through humor-driven storytelling•&nbsp;Increased brand memorability by turning a familiar parental phrase into a repeatable campaign platform•&nbsp;Expanded social sharing and shopper engagement through short-form comedic contentThe ImpactPositioned Hanes as a more culturally relevant and personality-driven brand by transforming everyday family behavior into an entertaining multi-channel campaign platform. ________________________ Commercials 1950’s-style Narrator over homey, domestic music...Childhood shapes our lives, for better or worse. And Mom’s wisdom will always be there to keep us in line. Or, at least, to shame us into remembering her words. <img width="2400" height="2496" width_o="2400" height_o="2496" data-src="https://freight.cargo.site/t/original/i/8940da8cc0bf60ebd62d1c266a43a162ebe921b57beaa98467893a145586f96b/Adv_Hanes_MomIsms_Boy2.jpg" data-mid="127868259" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/8940da8cc0bf60ebd62d1c266a43a162ebe921b57beaa98467893a145586f96b/Adv_Hanes_MomIsms_Boy2.jpg" /> A quiet family kitchen late at night, and all is calm. A yawning teenage boy opens the fridge to grab a snack. “Wear clean underwear!” Mom jump-scares the bug-eyed kid, who grabs his thumping chest. Milk jug falls. Cat screams.“You never know when you’ll be in an accident,” says Mom, smiling at the camera. ________________________ <img width="2400" height="2500" width_o="2400" height_o="2500" data-src="https://freight.cargo.site/t/original/i/44bcb01f58e90823b7e14ecd4c860fe2e10f01c75fd32043b070b3b405a127d9/Adv_Hanes_MomIsms_Dad2.jpg" data-mid="127868262" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/44bcb01f58e90823b7e14ecd4c860fe2e10f01c75fd32043b070b3b405a127d9/Adv_Hanes_MomIsms_Dad2.jpg" /> In the garage, Dad is under the car, changing the oil.“Wear clean underwear!” Clank! goes Dad’s head.Tools fall. Cat screams. “You never know when you’ll be in an accident,” smiles Mom, shaking her head. ________________________ <img width="2400" height="2505" width_o="2400" height_o="2505" data-src="https://freight.cargo.site/t/original/i/b09af702e52dcad37c0b2ae417f5d4a2967a6a89cb6813ea543cf79dc9d7097c/Adv_Hanes_MomIsms_Girl2.jpg" data-mid="128695036" border="0" src="https://freight.cargo.site/w/1000/i/b09af702e52dcad37c0b2ae417f5d4a2967a6a89cb6813ea543cf79dc9d7097c/Adv_Hanes_MomIsms_Girl2.jpg" /> A lazy afternoon in the family living room, and a young girl is napping on the couch. “Wear clean underwear!”The girl pops off the couch like a fish in a boat, landing with a thud on the floor. Glass breaks. Cat screams.“You never know when you’ll be in accident,” laughs Mom, totally unconcerned. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/MasterCard Wed, 20 Jan 2021 15:34:43 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/MasterCard MasterCard: Priceless CitiesDriving Travel Engagement and Conversion Through Social-Powered Experiences______________________________________Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston <img width="2400" height="3943" width_o="2400" height_o="3943" data-src="https://freight.cargo.site/t/original/i/d67603125410c2aa6d80b4b09688dc8f148d5786f328ed2ae8af58a7aa4d2476/Adv_MasterCard6.jpg" data-mid="128737710" border="0" data-scale="99" data-no-zoom src="https://freight.cargo.site/w/1000/i/d67603125410c2aa6d80b4b09688dc8f148d5786f328ed2ae8af58a7aa4d2476/Adv_MasterCard6.jpg" /> The Problem Mastercard needed to increase travel-related engagement, conversion, and card usage in a competitive payments market.The Solution • Built a digital-first experiential platform connecting social identity with real-world rewards • Reduced friction to travel consideration through virtual city exploration • Converted intent through exclusive, brand-gated travel incentives and rewards • Scaled participation via social sharing mechanics and earned media amplification The Result • +18% Brand Awareness (U.S.) •&nbsp;+10% Conversion and Sales •&nbsp;-9% CPA •&nbsp;High-volume participation driven by social amplification The Impact Turned social engagement into measurable revenue-driving behavior, positioning Mastercard as both a digital engagement leader and a driver of real-world consumer spending. ________________________________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/The-Glenlivet Wed, 20 Jan 2021 15:46:42 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/The-Glenlivet The Glenlivet: Lift Your SpiritsEvolving a Legacy Single Malt for a New Generation______________________________________Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston <img width="2400" height="2741" width_o="2400" height_o="2741" data-src="https://freight.cargo.site/t/original/i/74fe3d73c26a3781f11ac212a2d9e08379a2a794889e0b072abd3820d5cfc3be/Adv_TheGlenlivet3a.jpg" data-mid="126336500" border="0" data-scale="97" data-no-zoom src="https://freight.cargo.site/w/1000/i/74fe3d73c26a3781f11ac212a2d9e08379a2a794889e0b072abd3820d5cfc3be/Adv_TheGlenlivet3a.jpg" /> The ProblemThe Glenlivet needed to modernize its brand identity and increase relevance with a new generation of whiskey drinkers, while maintaining its position as a leading global single malt.The Solution•&nbsp;Repositioned The Glenlivet around a modern expression of heritage and craft •&nbsp;Developed a global creative platform balancing tradition and contemporary culture •&nbsp;Built a connected brand system spanning:&nbsp; &nbsp;- digital storytelling&nbsp; &nbsp;-&nbsp;social content&nbsp; &nbsp;-&nbsp;experiential touchpoints •&nbsp;Expanded visual and tonal language to broaden appeal beyond traditional whiskey audiences •&nbsp;Extended campaign storytelling across retail and digital environmentsThe Result•&nbsp;Delivered a 10%+ increase in brand sentiment, strengthening associations with comfort and accessibility •&nbsp;Generated 30M+ impressions across social media platforms •&nbsp;Achieved strong social engagement, with 20%+ of audiences sharing content for its cultural relevance and sense of comfort rather than traditional advertising •&nbsp;Increased engagement across digital and experiential touchpoints •&nbsp;Strengthened cultural positioning within the global premium whiskey categoryThe ImpactReinforced The Glenlivet as a modern global whiskey brand, evolving its identity to stay culturally relevant while preserving heritage equity and premium positioning. Social Activation <img width="2400" height="3127" width_o="2400" height_o="3127" data-src="https://freight.cargo.site/t/original/i/ff4e4d34d3efc014c5bcc3663ca7604ef12dc00058d976b8631b15c00983cfdc/Adv_TheGlenlivet4b.jpg" data-mid="132841753" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/ff4e4d34d3efc014c5bcc3663ca7604ef12dc00058d976b8631b15c00983cfdc/Adv_TheGlenlivet4b.jpg" /> Created a social-driven participation campaign encouraging consumers to share personal expressions through branded content using #TheGlenlivet and #What? User submissions were turned into custom branded masks featuring selected quotes, with daily highlights featured across The Glenlivet’s social channels. The campaign also extended into digital gathering spaces through partnerships with Spatial and Zoom, enabling virtual connection experiences at scale. For every consumer submission, The Glenlivet donated $10 toward PPE for frontline workers, reinforcing brand purpose through participation. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Smirnoff-Black-Ice Tue, 11 Jul 2023 19:59:27 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Smirnoff-Black-Ice Smirnoff Ice Double Black: Black IceNASCAR Experiential Shopper Marketing Co-Promotion ________________________Concept, Creative Direction, Art Direction by Ted Johnston <img width="2400" height="5034" width_o="2400" height_o="5034" data-src="https://freight.cargo.site/t/original/i/c20a3760bcae0a413c0976045ca57b84654c17fa03f64d63eef2bbd5d0b79996/SmirnoffIce_NASCAR.jpg" data-mid="201560750" border="0" src="https://freight.cargo.site/w/1000/i/c20a3760bcae0a413c0976045ca57b84654c17fa03f64d63eef2bbd5d0b79996/SmirnoffIce_NASCAR.jpg" /> Smirnoff Ice Double Black, the new flavored malt beverage built for speed teamed up with NASCAR to deliver some high octane refreshment to race fans, appropriately dubbed Black Ice.To ensure victory in retail environments, specially-outfitted Pit Crew sampler teams were dispatched to Off-Premise locations nationwide to drive the new flavor home to consumers. But the agency didn’t just rely on NASCAR’s coolness factor to draw in the fans. That would be too risky. To guarantee that race fanatics came running, custom-made impact wrenches was built that doubled as bottle openers, perfectly recreating that race tire remover sound made famous by pit crews everywhere! Additionally, the Black Ice concept also played an important role in connecting the Smirnoff Ice brand with the NASCAR lifestyle while simultaneously reminding consumers to drive responsibly. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Jose-Cuervo Wed, 20 Jan 2021 19:15:19 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Jose-Cuervo Jose Cuervo: League Of The NotoriousDriving Brand Engagement Through Gamified Experience Design______________________________________Concept, Creative Direction, Client Presentations by Ted Johnston <img width="2400" height="3750" width_o="2400" height_o="3750" data-src="https://freight.cargo.site/t/original/i/8b9f4c1574ebc7ee575e0d69ce1f13859c0936d19a0acac3cc94472b2ec72ddf/Adv_Cuervo4.jpg" data-mid="127589771" border="0" data-scale="97" data-no-zoom src="https://freight.cargo.site/w/1000/i/8b9f4c1574ebc7ee575e0d69ce1f13859c0936d19a0acac3cc94472b2ec72ddf/Adv_Cuervo4.jpg" /> The ProblemJose Cuervo needed to modernize brand perception and increase relevance with younger, experience-driven audiences. The Solution• Created a gamified brand universe called The League of the Notorious•&nbsp;Built a platform under the idea “Live Notoriously Well” •&nbsp;Developed a connected system combining:&nbsp; &nbsp;-&nbsp;GPS-based experiences&nbsp; &nbsp;-&nbsp;Augmented Reality interaction&nbsp; &nbsp;-&nbsp;Digital engagement hub&nbsp; &nbsp;-&nbsp;Real-world activations and events •&nbsp;Extended reach through social, video, and DRTV contentThe Result• Global sales increased by +27% • Grew social media brand mentions by +315% •&nbsp;Expanded brand relevance among younger audiences by +62% The ImpactRepositioned Jose Cuervo as a participatory lifestyle brand, increasing cultural relevance and engagement through a scalable experiential system. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Guinness-Believer Wed, 20 Jan 2021 19:22:46 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Guinness-Believer Guinness BelieverDriving Sales and Brand Repositioning Through Experiential Engagement ________________________ Effie Award Winner - Beverages, AlcoholConcept, Creative Direction, Client Presentations by Ted Johnston <img width="2400" height="3674" width_o="2400" height_o="3674" data-src="https://freight.cargo.site/t/original/i/195ca8182eee21539c509f9a85928391bc61e07882a0110a29989ef4c414ae6e/Adv_Guinness_Believer4.jpg" data-mid="126337543" border="0" data-scale="98" data-no-zoom src="https://freight.cargo.site/w/1000/i/195ca8182eee21539c509f9a85928391bc61e07882a0110a29989ef4c414ae6e/Adv_Guinness_Believer4.jpg" /> The ProblemGuinness needed to address long-standing consumer misconceptions, while strengthening brand perception and driving engagement in a competitive import beer category.The Solution• Created a fully immersive traveling experiential platform centered on the heritage of Guinness•&nbsp;Designed a connected system combining:&nbsp; &nbsp;- live experiential events&nbsp; &nbsp;- social media amplification&nbsp; &nbsp;-&nbsp;earned media exposure•&nbsp;Extended the experience beyond events through repurposed video content across digital and advertising channels •&nbsp;Reinforced brand perception around quality, purity, and craftsmanshipThe Result•&nbsp;Increased sales among attendees by 94% •&nbsp;Grew global category brand share by +7 points •&nbsp;Successfully shifted long-held consumer misconceptions •&nbsp;Honored by Diageo as a Global Best Practice campaign The ImpactRepositioned Guinness through a scalable experiential system that converted engagement into measurable sales performance and sustained category growth, strengthening long-term brand perception globally. ________________________ Experiential Live Event Guinness Believer was a success in every form. Not only was it an enjoyable consumer experience, but it also far exceeded the client's business expectations and helped drive sales and category share for the brand. Event Videos ________________________ Introduction Believer has always been about the purity and greatness of Arthur Guinness' famed Irish stout. This video served as the introduction to consumers at the event, guiding them on a journey across the world and into the great mind of the visionary brewer. ________________________ Ingredients Continuing the theme of purity, this video was created to guide consumers through the beer's creation using the only four ingredients that Guinness stout has ever known: water, barley, hops and yeast. ________________________ Nitrogenation A major reason why Guinness stands apart from other beers lies in it's bubbles. Guinness is not carbonated, it's nitrogenated. Nitrogen bubbles are 1/3 the size of carbon bubbles, giving the stout it's famous smoothness and velvety head. ________________________ Fergal Murray Guinness' world-famous brewmaster takes his place to escort consumers through St. James' Gate Brewery in Dublin, Ireland. Here, he explains every step along the line of creating his favorite beer, from sampling roasted barley to the merits of the two-part pour. ________________________ Finale After a full evening's worth of entertainment, this video's intention was to give consumers the idea that even a 250-year old beer brand like Guinness can be current and cool, and have it's eyes set firmly on the future. ________________________ Let’s Create Something Great!Contact Us https://johnstoncreativestudios.com/Irish-Legacy Wed, 20 Jan 2021 21:00:31 +0000 Johnston Creative Studios https://johnstoncreativestudios.com/Irish-Legacy Irish LegacyExperiential/Live Consumer Loyalty Event ________________________ Silver Pro Award - Best Promotion Generating Brand Loyalty Gold Reggie Award - Best Event Marketing PromotionConcept, Creative Direction, Client Presentations by Ted Johnston <img width="2400" height="2546" width_o="2400" height_o="2546" data-src="https://freight.cargo.site/t/original/i/c43ccf1808a1193d9ccce03e127e05c83c020f349eaf5fb3079e260b6de17c99/Adv_IrishLegacy3.jpg" data-mid="126337629" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/c43ccf1808a1193d9ccce03e127e05c83c020f349eaf5fb3079e260b6de17c99/Adv_IrishLegacy3.jpg" /> This promotion was created as an infotainment event for Diageo's family of Irish beers; Guinness, Harp and Smithwick's. Consumers could learn about the brands and their common heritage, interact with them through the event's MC and interactive modules, and enjoy free pints and food. All in the pursuit of brand loyalty. ________________________ Business Results ________________________ Let’s Create Something Great!Contact Us