The campaign introduces the strapline, ‘Good Times ... They're Out There', and is set to be the brand's biggest press and outdoor push to date. The central image of the work, which is targeted at 18-24-year-old drinkers, is a cityscape of an unspecified US city.
Breaking on 27 August, the campaign will run for nine weeks across outdoor, press, digital and through channels targeted at university students.
Animated digital formats and projections will show a time-lapsed cityscape changing from day to night while press executions will focus on free dailies and magazines such as Time Out, Shortlist, Empire and Total Film to target people when they are looking for a night out.
The latest positioning comes just a year after the brand launched a campaign using the strapline ‘True Dedication' in a bid to associate itself with authenticity and quality. This ran across TV, digital, press, outdoor, PR and direct and the above-the-line elements featured a group of US musicians.
The new campaign is created by Fallon which has dropped out of an ongoing pitch on the business. Rainey Kelly Campbell Roalfe/Y&R and DDB London remain in the pitch.
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