Clemenger BBDO Melbourne launches new pure blonde campaign Clemenger BBDO Melbourne is launching Dove Love, the new campaign for Fosters Pure Blonde beer. Following on from the award-winning Brewtopia campaign, the agency wanted to find a new and interesting way to connect the audience to all the imagery and iconography, but still be able to surprise and snap them back to reality. James McGrath, Executive Creative Director of Clemenger BBDO Melbourne, says Dove Love creates the all-important next instalment of the Pure Blonde mythology. As always, it required the perfect balance between the purity, the mystery and the perfection of Brewtopia, colliding head-on with the cynicism of our somewhat grubby and pragmatic world, McGrath said. This time, that balance comes via the caring nature of the guy who looks after the dove - showing a small glimmer of hope that theres still some good in all of us before the dove flies straight into a brick wall. And, with a final ironic touch, we realise the dove is destined to be caught in a vicious circle, never to return home to that place, which is still much more pure than yours. The starring dove role was shared by five white Turtle Doves and in the flying scenes 40 white homing pigeons were used. The animal crew was rounded out by a few white swans, a couple of white horses and even a white peacock. Complementing the new commercial will be summer music sponsorships and the launch of The Pond Pop-up Bar and Restaurant in Sydney.
Advertised brand:Pure Blonde Advert title: Dove Love Advertising Agency (Name, City, Country):Clemenger BBDO Melbourne Agency website: http://www.clemengerbbdo.com.au Agency Executive Creative Director James McGrath Creative Director Emma Hill and Josh Robbins Copywriter Emma Hill Art Director Josh Robbins Agency Producer - TV Sonia von Bibra Account Management Paul McMillan - Group Account Director Phil Baker - Account Director Strategic Planner Paul Rees Jones Client Peter Sinclair Marketing Director, CUB Ben Summons Group Marketing Manager Premium and Craft Beer, CUB Craig Maclean Senior Brand Manager Pure Blonde, CUB Production Director Steve Ayson Producer Cindy Kavanagh Production Company The Sweet Shop Designer Peter Marshall DOP/Cinematographer Ian McCarroll Editor Jack Hutchings The Butchery Post Production Company Digital Pictures Sound Designer/Engineer Paul LeCouter Flagstaff Sound House Flagstaff Music Composer/Arranger Cornel Wilczzek Music Track & Artist Homeward Bound (re-record) Cornel Wilczzek Music Production Company Karl Richter Level Two Music Special/Visual Effects Eugene Richards Digital Pictures Steven Strekovski Flame Artist Eugene Richards Digital Pictures Published/Released (Month, Year): September 2009