Cannes Lions

GIF-ITI

180 AMSTERDAM, Amsterdam / DIAGEO / 2013

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Overview

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Credits

Overview

Description

Ketel One has low awareness internationally beyond a handful of bartenders. To boost its fame, we put Ketel One at the heart of a digital campaign using a cutting-edge of art form dubbed GIF-iti.

The PR led campaign reflected the creativity and artistry of the brand and connected with a discerning, creative audience in a way that traditional advertising never could.

Ketel One's campaign line" Do one thing well" celebrates the passion and skill of craftsmen, who like Ketel One drinkers, excel in one activity.

To bring this to life and get maximum PR coverage, we enlisted the skills of street artist INSA and secured a wall opposite an Amsterdam bar popular with our audience. By meticulously painting and repainting the wall by hand, INSA created and photographed four "frames" , which edited together became an animated GIF. or "GIT-iti".

INSA's creation can only be fully appreciated online, making it shareable among the target audience and ideal content for blogs and websites. The work was picked up by many influential design and lifestyle publications and websites. It received coverage on some 30 blogs about creativity with a paid for value worth £144,906 - 40 times the PR expenditure for the event.

This is a ground-breaking approach to PR, using an innovative creative idea to garner coverage on blogs and websites most respected by the target audience. The PR campaign demonstrated the line"Do one thing well" in action, showing how a craftsman such as INSA could transform a physical message and make it live online.

Execution

Being a brand of action, rather than statement was key. We wanted to use the medium as the message and prove the brand's belief in doing one thing well.

We enlisted the skills of street artist INSA and secured a wall opposite an Amsterdam bar popular with our audience. By meticulously painting and repainting the wall by hand, INSA created four 'frames' which, edited together, became an animated GIF. Or 'GIF-iti'.

The GIF-iti creation was documented and the final product posted to Ketel One's Modern Craft Project website ( a program co-sponsored with Wallpaper).

The labour intensive production not only demonstrated doing one thing well, but that it can only be fully appreciated online means it has far more reach than traditional outdoor - making it a lot more sharable and blog worthy in the process.

We've taken the craft of traditional outdoor advertising and updated it for the digital age.

Outcome

The artwork was created over a four-day period during which INSA's followers and the creative community could witness its development. Once finished, we hosted an event to celebrate the work's official unveiling and invited hundreds of people from the creative community as well as influencers who follow art and design.

The 'GIF-iti 'was then posted to Ketel One's Modern Craft Project website (program co-sponsored with Wallpaper Magazine to find the best modern craftsmen around the world). After the event, the work was picked up by many influential online design and lifestyle publications.

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