Guinness: Arthur's Day 2012

Today, Guinness announced that Arthur’s Day will make a return on Thursday, 27th September, 2012.

Last year, hundreds of thousands of people across Ireland and millions more worldwide came together to celebrate Arthur’s Day which is the day that recognises Arthur Guinness, his spirit and remarkable legacy.

This year, Guinness promise even more surprises and plenty of excitement for Arthur’s Day 2012, but as always the pub will be at the heart of the celebrations.

Full details for Arthur’s Day 2012 will be revealed later this summer.

Lyons Tea Launches New Range

Lyons Tea's latest campaign has just gone live, promoting the launch of a new range of richer tasting tea specially designed for the Irish tea-loving palate. Made using a unique pressing technology, the tea leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each blend:

• Fresh Blend: A refreshing pick-me-up - the tea leaves are pressed within hours of picking to give a uniquely clean, smooth, golden and fresh-tasting tea.
• Gold Blend: The rich full flavour tea, that tea drinkers have always loved, enriched with some pressed tea leaves.
• Evening Blend: Perfect for the moments of relaxation…a delicate tasting blend that combines lightly pressed leaves and decaffeinated tea.

The campaign is primarily driven by a new tv ad (above) that tells the story of Lyons Tea’s new pressing technology and its role in ensuring Lyons Gold Blend is now Lyons richer tasting tea. The introduction of the pressing technology presented a unique opportunity to reinforce the richness of Lyons Gold Blend, the hero product of the new range.

While seeking to communicate the new technology behind the range, the commercial still remains set in the Lyons word of talk. Once again the Lyons Master Blender and Apprentice reprise their roles at the heart of the Lyons Factory.

The 30 second commercial was created by Rothco. Shooting took place in Kiev, where the original Lyons Puts the Talk into Tea campaign was also shot in 2010 and post production was carried out in Dublin’s renowned Windmill Lane studios.

Like the originals, the commercial was directed by Irish director Steven St Leger, working with his long-time collaborator, cameraman James Mather.

Speaking on the launch of the new range, Nicola Tougher, Marketing Manager, Lyons Tea, said, “We’re really excited at Lyons Tea to introduce our two new richer tasting blends to the Irish market, Evening and Fresh Blend. The new pressing technology has been used for the whole range to enrich Gold Blend, the hero of the range together with two new blends Fresh and Evening. For our latest TV commercial we brought back our much loved Master Blender and his young apprentice. While we sought to communicate the new technology behind the range, we also wanted to ensure talk and humour were still very much at heart of it and we're delighted with the final result."

The campaign kicked off this week and as well as TV also includes radio, outdoor, digital and PR support.

Three Launches ‘Support Works’ Campaign

This week, Three launched their latest campaign, ‘Support Works’. The campaign, which is focused on celebrating the vital role that fans play on the Irish Football team's journey to Poland, is part of Three's sponsorship activity for the Irish Football team.

The campaign features two new tv ads running on RTE, TV3, 3E, Sky packages, Living, and E4:
#SupportsWorks TV Ad - First Dinner Date
#SupportsWorks TV Ad – Greens

Credits:
Art Director – Bill Hollingsworth
Creative Director – Mal Stevenson
Director – Stephen St. Leger
Producer – Jack Armstrong
Production Company – H2


Alongside the tv ads, the campaign will also feature outdoor ads of 48 sheets, 96 sheets, golden squares and metro panels. There will be digital executions of rich media banners on key websites and social media. The campaign will also be supported by in store POS across Three's entire retail division.

Finally there will be an intensive programme of BTL and PR activity calling on the supporters to ‘Go Green with Pride’ and show their support for the team, featuring a number of the Republic of Ireland footballers, on-street stunt activity and exciting events for supporters in Dublin’s city centre.

As part of the campaign, Three Ireland has launched an exclusive limited edition Samsung Galaxy Mini with supporters kit. Priced at €89 the kit includes; a limited edition Samsung Galaxy Mini featuring a branded FAI supporters mobile handset cover, a watch, a ‘Support Works’ car sticker and Republic of Ireland football supporter’s pin.

The handset is preloaded with the 3Football App and Three Football Flick Kick game, and will be available from all 3Stores and stockists nationwide and online.

The campaign was developed by Irish International.

For further information on Three visit www.three.ie

Planning, Creativity & Planning For Creative Campaigns

A really great presentation given by Heidi Hackemer for the Account Planning Group.

hat tip to Neil Perkin for sharing this :)

Smirnoff Celebrates Madonna's MDNA With New VIP Limited Edition Pack

To celebrate the start of Madonna’s 2012 World Tour and her 12th studio album ‘MDNA’, Smirnoff today announced the launch of a new Limited Edition pack that offers fans the opportunity to experience Madonna like never before.

The first part of the Limited Edition pack is a VIP access card. This gives fans the ability to unlock never-seen-before backstage content and grants access to an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.

Secondly, fans have the chance to win exclusive tickets to see Mags in one of her upcoming gigs. Finally the whole thing is presented in an eye-catching nightlife-inspired pack.

The pack is available from all major high street retailers.