Cannes Lions

HUMAN: MODERN PIONEERS

WOVEN DIGITAL, Culver City / MILLER BRANDS / 2016

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Film
Film

Overview

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Credits

Overview

Description

A bootmaker is not typically a hero, but this bootmaker ended up saving a small town’s economy.

George Vlagos’ storied history is defined by the heritage of his father John, a Cobbler who immigrated to Chicago from Greece at eighteen. Wanting more for his son, John forced George to work in his shop on weekends, cleaning and conditioning shoes. He hoped George’s experience of hard manual labor would steer him away from Cobbling and towards a white-collar job.

George followed through on his father’s wishes and attained a Master’s degree, but was quickly drawn back into the world of American craftsmen. He dedicated his life to making quality, domestically produced, hand-made boots and shoes. Not only did George create an amazing American crafted boot company, but in doing so he saved this small town’s economy and changed the lives of many workers.

Execution

To personify the Coors Banquet commitment and dedication to authenticity we identified individuals, like George, who put their neck on the line for beliefs over money. Through genuine and brand ownable long-form videos in categorically relevant places, we built interest in the Coors Banquet brand. Thematic Editorial across our properties served as supplemental promotion outside of targeted distribution on Facebook, YouTube and Brand pages. All elements also included social amplification to increase virality through organic discovery.

Outcome

1,120,000 Total Video Views

5,000,000 Total Video Impressions (Reach)

21,000 Total Social Interactions (YouTube, Facebook, Twitter)

Overall, 155 other publishers shared all series content, for earned media in excess of 65MM

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