Exposición de la idea AGE UP. CRECE Each hit we take teaches us to stand up, each experience is a teacher of life with which we walk our way into wisdom. We center this campaign in the aging process of the ST 1796 by the solera method as a differentiator that gives this rum a status that no other has. Taking the values learned in the field of rugby and applying them as life lessons that speak about maturing and manhood, accounting for the lessons that Santa Teresa has learned to perfect its rum crafting technics, we want to inspire rum consumers to: Age up. Rum 1796. Cada golpe que recibimos nos enseña a levantarnos, cada experiencia es una lección de vida con la que emprendemos nuestro camino hacia la sabiduría. Centramos esta campaña en el proceso de añejamiento de Santa Teresa 1796 con el método solera, como elemento diferenciador que le da a este ron un estatus que ningún otro tiene. Tomando los valores que aprendimos en el campo de rugby, usándolos como lecciones de vida que hablan de madurez y hombría, y teniendo en cuenta las lecciones que Santa Teresa ha aprendido para perfeccionar sus técnicas de añejamiento del ron, deseamos inspirar al consumidor diciéndoles: Crece. Ron 1796.
The Bottle Shot ST 1796 must have a way to display its bottle that does as much to tell a story as anything else. It shouldn’t be a cliché, it must do more. In most American liquor advertising, the bottle shot is little more than a beauty shot. It lets the viewer see the bottle (which is important), but it does so in the same way as every other bottle shot in every other liquor ad. We want to do more. We want to use the ST 1796 bottle shot as yet another way to let the viewer know that great people make this great rum. As such, we recommend always shooting the bottle with a hand holding it. It shouldn’t be conventional … it should be memorable. It should be a rugby player’s hand. And it should never be delicate or too posed. It should feel authentic. Therefore, the hand can hold the bottle in different ways. It shouldn’t be displayed … it should be held. It shouldn’t be touched … it should be grabbed. It’s not precious … it’s powerful. The bottle shot should be treated as if it was done by a rugby player … not a perfume salesman.
Photography in this campaign will feature rugby men, not wearing a uniform, but instead they will be wearing suits or clothing that evocates exlusivity, experience or seriousness. La fotografía en esta campaña mostrará hombres de rugby que no llevan uniformes, en cambio vestiran trajes elegantes o ropa que evoca exclusividad, experiencia y seriedad. We´ll have the characters looking straight to the consumer with a challenging and exemplary mood, this will help giving the right tone to the campaign claim. Tendremos a los personajes mirando directamente al consumidor con carácter retador y aleccionador, esto ayudará a darle la entonación adecuada al claim de la campaña.
In this campaign, we will tell our stories with both words and pictures. We will use woodcut illustrations to accentuate key points in the story. ST Rum Character Exclusivity 1796
Traducción: C rece. Ron 1796
Traducción: Intenta ser un hombre. Crece. Ron 1796
LESSON #4#4 RUGBY Traducción: Una Creemos pulgada es algo que nunca debe sangre darse deygratis. Traducciòn: nuestro ron con sudor. Crece. Ron 1796 Nunca has probado ron.
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