THE____ NEVER ENDS
Black Dog x Keira Knightley
In 2020, Black Dog embarked on a brand refresh campaign that was meant to contemporise the brand and inject the brand platform 'Savour The Pause' with new meaning.
This was the same year when we lost all sense of time. Days blended into nights, work never seemed to end and household chores spilled into work, hours turning life into a never-ending cycle where we constantly felt like the next thing, the next task, the next meeting, the next meal-prep was just waiting around the corner for us to catch up with.
The idea was to acknowledge this pace, this never-ending task list and remind our audience that the pace of life will never end, but the only way to be able to reinvigorate yourself and achieve your best is to make the most of the moments of pause in between.
The second task was to pull Black Dog out of its 'older men's drink' perception. And so we cast a female lead in a whisky commercial. Not just a recognisable face, but someone who's life is an example of the Black Dog ethos - a woman who always knew how to balance the limelight with her personal life, and took a pause while at the peak of her career to start a family before heading back to the studios again.
THE FILM WAS AIRED ON TV AS WELL AS DIGITAL PLATFORMS STARTING CONVERSATIONS ON THE DIFFERENT KINDS OF 'THE _____' THAT NEVER ENDS.
CONTEXTUAL OOH ADS APPEARED IN DIFFERENT PARTS OF THE CITY LIKE HIGH TRAFFIC JUNCTIONS, AIRPORTS AND MALLS, WHERE THE RUSH NEVER ENDS REMINDING PEOPLE TO SAVOUR THE PAUSE.
DIGITAL FILMS DROVE THE POINT HOME BY DIRECTLY ALLUDING TO THE KIND OF PACE THAT OUR AUDIENCE OFTEN FIND THEMSELVES IN.
