Cannes Lions

Grey Goose’s “Off Script” on Facebook Watch in partnership with Sunshine and Group Nine Media

SUNSHINE, London / GREY GOOSE / 2019

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Overview

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Credits

OVERVIEW

Background

As a habitual sponsor of film festivals, including Sundance and the Toronto Film Festival, Grey Goose has had a long history in Hollywood. With Off Script, Grey Goose sought to strengthen its cultural relevance through entertainment powered by social media.

The main goal was to sync Grey Goose with a celebration of iconic film moments through the eyes of the actors who created them. The secondary goal was to create a breakthrough, entertainment format that tapped into the world’s love of film.

Idea

Our creative solution was Off Script- a Grey Goose production that celebrates game-changing film. Pairing world renowned A-lister, Jamie Foxx with iconic leading actors, in one-on-one conversations, in our very own ‘OFF SCRIPT,’ on set star trailer. Part interview, part inspiring film discussion, ‘OFF SCRIPT’s’ enthusiasm for the power of Hollywood films was infectious. The heightened shared experience sparked thousands of exhilarating conversations amongst our audience.

Strategy

As part of a strategic interrogation of the brand, we identified film as the perfect territory for Grey Goose to lead and innovate in. The solution was to create pioneering entertainment, to drive a disproportionate return on investment - distributed via a robust paid, owned, and earned ecosystem. The result was an engaging, whitelabel IP series, which remains owned by Grey Goose.

Execution

The backbone of the Off Script distribution and amplification plan is meeting the consumer where they already choose to consume content. Episodes were distributed on Thrillist and Facebook Watch, as well as via OATH’s online inventory.

Outcome

The episodes were released to critical success; exceeding campaign targets and driving brand awareness. OFF SCRIPT gained over 50MM video views, 300 earned media stories reaching over 2BN press impressions, 500MM potential social impressions yielding 100MM actual, and 252K followers on Thrillist’s new Facebook Watch showpage. Feature length press interviews with Foxx via top national outlets like ABC’s “Good Morning America” also successfully positioned Grey Goose as a true creative agent within the film industry, rather than a traditional brand partner or sponsor.

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