Jack Daniels Creative Proposals #Netwix
Creative Proposals for Netwix web channel, assigned by Lida Tsene for “Cultural Enterpreneurship” session at Panteion University.
Our university project team had the great opportunity to talk to Mrs. Artemis Lamprinidi, head of Netwix, who gave us the project of coming up with creative proposals, so that four brands (Jack Daniels, Red Bull, Vodafone CU & IKEA) will be natively advertised in either new tailor made shows or in already existing ones.
Jack Daniels:
The given brief defined that we should build content for the digital mindset of millennials and approach them with an alternative, creative & meaningful way. Our core target group was 19–29 mixed gender, who are independent, genuine & demanding, who stay true to themselves and choose to follow their own path, who enjoy rock music, but also other unique & different types of music, who are active in social media (influencers), passionate about friendship, communicate via innovative platforms & apps (skype, what’s up, Instagram) and finally value quality at reasonable prices.
What is more, our proposals should illustrate the brand values of Jack Daniels (truth, inspiration, passion, intuition and courage). Our areas to exploit are firstly the consumer’s need for experimentation and secondly the Jack Daniels Honey Cocktails.
So, after a very creative brainstorming, we came up with.. “PLAY SQUAD”, a brand new tailor made Netwix show, consisting of 5 episodes (7 minutes each).
THE SCRIPT:
Seven friends (Joanna, Mary Sinatsaki, Dimitris Ougarezos, Lampros Fisfis, Lydia Papaioannou, Stamatis Din Dan Done and Joanna Laiou) are gathering at a house in order to play some board games. In the beginning of each episode (5episodes-7minutes) one of the friends is the barman who tries to fix some of the Jack Daniels Honey cocktails. Rock music is playing in the background and there are plenty of Jack Daniels bottles around the place. The company is already waiting in the living room uploading selfies on their social media (active social media users / infuencers). While one of them is making the cocktails, they start playing truth or dare. The dialogs will not be scripted but necessarily all of them will have to drink a shot of Jack Daniels. (We tried to choose persons close related to each other, so as to show the passion about friendship.)
Taking into consideration the brand values, we came up with the games our squad is going to play. Each game matches and represents one brand value:
Truth — Truth or Dare
Inspiration — Pictionary
Passion — Taboo/Charades
Intuition — Poker
Courage — Black Jack
Whenever someone is losing a round he drinks shots!!!
At this point, we would like to thank miss Lida Tsene(Professor at the Department of Communication, Media and Culture, Panteion University), and Artemis Lamprinidi, Head of Ntewix, for giving us the chance to experience a real-time case for brands like these and for the excellent collaboration!
TEAM MEMBERS
Izabella Kefala Margaret Georgiadou Anastasia Zapadioti Fotini PanavouVasilis Plegas
