We wanted to go on TV to increase awareness of Rowse, but without appearing too big and corporate.
After all we’re talking honey, one of the most natural substances on Earth.
(I’m sure most people would choose a local farm over The United Honey Corporation.)
So we came up with an unusual solution. (No it really is, stick with us.)
We discovered that Rowse first revealed their new logo by organising a tea party for the staff on the lawn outside their factory, during which they ran the new logo up a flagpole.
Hurrah! Everybody cheered.
Well, we thought, that’s not normal.
(Not in a condescending way, but a ‘not many companies would ever do that’ way.)
It got us thinking that maybe the best way to represent the spirit of this charming English company would be to get this charming English company to represent itself - to take down the veil rather than create one.
So we asked the staff at Rowse to create their own ads.
To come up with the ideas, use the cameras, boom mikes and clapper boards as well as act in them.
Do everything.
One of Rattling Stick’s top directors, Pete Riski, recorded the events of the day, then edited it all down into an ad.
But it doesn’t really feel like an ad, more like a C4 trailer – which is good when authenticity is crucial.
The ad will run in programmes like Dancing on Ice and Coronation Street, directing people
to facebook.com/rowsehoney.
(Geek fact: 50% of people watching TV are online at the same time).
When people get there they will find the ads that the five Rowse employee teams created.
Six of them.
They are real.
When you see them, you’ll know what I mean.
(We resisted the temptation to ‘Soho-ise’ them.)
The teams have been given budgets to promote their ads, whether it’s setting up facebook campaigns, being carried shoulder high through Wallingford in full ‘Captain Rowse’ outfit or getting sponsors for their egg and spoon races.
Why? Because the ad that ends up with the most ‘likes’ will be aired on primetime national TV.
Now this might look like a cunning way for an agency to get their clients to do all the work whilst still being paid! But the reality was this was much more complicated than producing a regular 30″ ad with a reveal 25″ in.
DHM has always believed in brands being honest and truthful with consumers.
But this is probably our most honest yet…
