Mitchum - Live the Moment

TVC & Photography

Create a through-the-line campaign that drives brand awareness / preference – and ultimately sales. The goal was to build consumers’ emotional connection with the Mitchum brand, shifting it from being a purely efficacy-based purchase.

Strengthening previous campaigns that had played in the live music space, our mission was to create a TV spot, social assets, photography and POS collateral, encouraging TwentySomethings to Live the Moment.

If you’re going to play in live music, you need a credible reason to be there. So after carrying out some consumer research, we came up with a strategy and creative route that meant this was more than just a ‘badging exercise’ for the brand – enlisting the services of BAFTA-winning director, Michael J Ferns to bring the TV spot to life.

Instead of flying crew halfway round the world, we enlisted our FRIENDS on the ground in South Africa – selecting a bespoke team of specialists from our creative community, to curate our own ‘festival within a festival’ – featuring a mix of actors and real festival-goers.

Alongside our work on the campaign strategy, creative, production and delivery, we also advised on the social strategy that complemented the main campaign.