Brief

To stage the Auchentoshan Switch mixology competition – a talent search to find the best bartenders in the UK and US to switch places for a two week internship in one of New York’s and London’s most prestigious bars. The final event took place at Village Underground in Shoreditch with three rounds to test the 20 finalists’ creativity, knowledge and skill along with live music from up-and-coming artists, DJs and cocktail and whisky sampling.

Brief

Following Echo Falls’ listing in Dutch supermarket Albert Heijn in May 2011 we needed to increase brand awareness, engagement and propensity to purchase.

We developed a Californian-themed campaign that comprised online, print and experiential activity to support a sales driving on-pack promotion. Our branded Echo Falls Airstream visited 25 flagship Albert Heijn stores across the Netherlands throughout a 10 week summer period. High profile brand ambassadors distributed branded collateral and encouraged consumers to purchase bottles of Echo Falls carrying the promotional neck-tags, with which they could enter a competition to win a holiday to California or one of hundreds of California beach hampers. The team took digital photos and uploaded them to the Dutch Echo Falls Facebook page, where users could add Echo Falls as a friend and access photos of themselves with the Echo Falls Airstream.

Results

The public were unanimous in their enthusiastic reactions to the team and the Airstream. The promotion effectively communicated our California message and raised awareness of the category and brand as well as successfully driving purchase – with a redemption rate of 8.8% for the on-pack far exceeding industry average of 2%.

Brief

Président brand cheese asked Craftwork to develop an experiential campaign that would effectively showcase the Président range. We identified a selection of high footfall French markets across London that became the perfect platform to meet the brief, reinforce Président’s authentic French heritage, and allowed us to sample and sell. We created a French market stall and staffed it with an experience French speaking cheese expert that was able to explain the benefits of each cheese and provide simple serve suggestions. We also incentive sales with a free Président tote bag when you purchased 3 or more cheeses.

Result

The campaign was a massive success, over-delivering on campaign objectives with over 2000 samples distributed and over 500 units of cheese sold each day. In addition, by selling, we were able to directly measure the popularity of the cheeses after sampling and recoup some of the costs of the activity. The French Market activity will be extended and continued into 2012.

Brief

With great modern packaging, over 180 years of heritage, interesting expressions and talented distillers Auchentoshan needed a creative positioning and TTL global strategy to engage the next generation of whisky drinkers.

Response

We wanted to move away from the clichéd whisky by the log fire, pipe and slippers type affair and position Auchentoshan as an open minded, contemporary brand from Glasgow that is challenging the traditional whisky norms. We created a suite of ads with a modern tone and in collaboration with the illustrator Mario Hugo, developed a website to introduce Auchentoshan, The Open Minded Whisky. The rest is history.

The new Auchentoshan website can be seen [here].

Come Dine With Me TV Idents

For the 3rd year running, Echo Falls returns to TV for the summer sponsorship of Channel 4’s hit TV show Come Dine with Me. Over the winter, we’ve been craftworking away at developing the new positioning of “Unscripted moments” which builds on the spontaneous and fun-loving personality of Echo Falls.

The sponsorship bumpers feature a group of girls surprising a friend for an ad hoc dinner party. Armed with simple dinner party foods and Echo Falls wine, the girls transform an ordinary night into an unforgettable one in true Echo Falls form.

The campaign concept of spontaneity will run online, in-store, through social media and events throughout the summer and will help drive the unprecedented momentum behind the brand.

Since Constellation Europe’s initial sponsorship of Come Dine with Me in 2009, Echo Falls has taken up the number three spot in UK wine sales, has seen 52% sales growth in the last year alone, and has realised a significant growth in both awareness and affinity.

The Idents

New website design

Have a look [Here].

Shooting the idents

Thinking of holding your own Mad Men Day – check this

out for some inpiration Mad Men yourself.

The difficult second album?? …No way pedro! From the depths of our studio, resident musical dictator Ross presents us with a selection of musical choices which have been bouncing off the walls of Craftwork HQ for the past few months.

Check out buzz band of the moment; Warpaint’s version of David Bowies, Ashes to Ashes. Taken from the catchily titled ‘We Were So Turned On: A Musical Tribute To David Bowie’. Another band making some waves, at the moment,] its seems is Salem, who with their very zeitgeisty, almost post apocalyptic XX sounds, have already sold out their London gig way in advance. Enjoy.

As always make sure you have SPOTIFY and obviously a good set of speakers to make the most of this one!

CLICK HERE to get the Spotify playlist.

1. Warpaint – Ashes to Ashes

2. Wild Nothing – Chinatown

3. El Guincho – Bombay

4. Salem – Redlights

5. Discovery – Osaka Loop Line

6. YACHT – I’m In Love With A Ripper – Party Mix

7. Netherfields – Nunya(Beeswax)

8. Yeasayer – Madder Red (Henning Fürst Remix)

9. A Sunny Day In Glasgow – Failure

10. Jamie Lidell - Compass

11. Harlem – Someday Soon

12. Woods – Time Fading Lines

13. PVT – Window

14. LCD Soundsystem – Home

15. Waren Zevon – Lawyers, Guns And Money

The first, taking place in the picturesque Cotswold town of Cirencester, they managed to dodge the rain storms to hold an intimate ceremony with close family.

As much as John vowed not to, he later admitted that he shed a few tears as his bride walked down the aisle. Judging by the pictures of his wife it is easy to see why.

Not content with just one wedding, they held their second on the white Island of Ibiza.  John assures us that it was a chilled out affair, but we’re pretty sure it was “Pacha” inspired. We’ll have to wait to see the pictures!!

Bestival… ahh what an adventure. Last year, the whole agency attended to “oversee” our Echo Falls Wine bus in action. This year, our Karina took sole repsponsibility in representing the agency. The purpose of the weekend – research of course. Always striving to stay at the cusp of youth culture, Karina observed the latest trends in fancy dress, music and logistics.

This years Bestival theme was “fantasy”. This could go many ways, but thankfully the highlights were all PG including electro-space hippy fairies, Willy Wonka and his Oompa Loompas, a friendly sea monster and a kindly 8ft tall fancy dress unicorn. She observed what music is especially cool with the kids. As always, Bestival didn’t fail to disappoint with an eclectic range from the XX to Dizzee Rascal, Mumford & Sons and LCD soundsystem and special fun points to Prodigy and Caribou. The result; sore dancing legs for all. Karina’s logistical skills were also put to the test. The weekend saw a complex number of methods of transport – a train, a bus, a cab, a ferry ( swimming for some) and a ride on the kindly 8ft fancy dress unicorn.

It’s official, it really was, oh yes, the best…ival (see what we did there?).

Things have definitely moved on since FHM’s famous projection on the Houses of Parliament  of Gail Porter in 1999.

11 years on Dutch company NuFormer Projection are currently taking this discipline to a new level by creating a fascinating and innovative way of communication on major landmarks across Europe. A definite must see!

This past Sunday, we enjoyed a spot of urban whisky tasting at the Lock Tavern. As the first in a series of events, Auchentoshan Single Malt Whisky has teamed up with the LOCK TAVERN to sponsor their notorious Sunday Sessions. Working with promoters like Kill Em All, Bloggers Delight, Sunday Best and Fact Magazine, Auchie’s resident expert Tom Jones (yes his name is Tom Jones) took guests on a tasty journey through the Classic, 12 year old and the 3 Wood expressions.

For those that missed out this time join us at our next Auchentoshan Presents events coming up in 2010 at The Lock Tavern:

Sunday 28th November Sunday Best (Bestival) with Rob Da Bank loads more tbc

Sunday 5^th December Bloggers Delight with Round Table Knights, Casper C, Nik Nik Nik, Skull Juice more tbc

As sponsors of Channel 4’s cult Dinner Party programme, Hardys wines has a few dinner party tips to share with the world. Check out the newly launched WEBSITE with recipes, wine matches, hints and tips and the chance for your dinner party snaps to feature in our ads.

Check it out and enter.

Whisky casks, rocks and even Islay peat were transported down to make this an authentic experience. Key members of the Bowmore team were also on hand to pass on their years of whisky making experience to a very appreciative audience.

The event was to announce the International partnership between Bowmore and National Geographic and to launch the International Photographic Contest 2010. (There’s still time to enter your photos at on the National Geographic site)

The other highlights of the day were the launch of two very special limited editions. The Bowmore 1981, limited to just 402 bottles and the new Bowmore 40 years old which comes in a hand blown bottle with a whopping price tag of £6,500 (any takers?).

We were fortunate enough to taste a dram of this unique expression and we can report that it is a joy.

The prelude to the 1981 and the 40 Year Old was a journey through some of the core range of Bowmore expressions, starting with the excellent Tempest which was matched with chocolate covered orange peel, the 12 year old with Oysters and the 15 Year Old with Scottish venison.

As enthusiastic coffee enthusiasts, you can guess our enthusiasm with our latest new business win of South African coffee chain, Vida e Caffé!

Mightier, merrier and more loved than Starbucks in South Africa, Vida asked us to help devise social media campaign to introduce the charismatic brand to the London market. Watch this space and start following us onTWITTER and tweet @getyourvidaback for a free coffee for Friday’s in October. Check out the shops in Golden square, Selfridges and Earlsfield.

Converse takes an innovative approach to brand-funded media by forming their own super group. By teaming up with Kid Cudi, Rostam Batmanglij from Vampire Weekend and Best Coast they have created a summer hit-to-be that unashamedly mixes genres like rap and surfer grunge. Could this be the future of a music industry losing the battle against piracy? …Watch this space.

Our resident studio DJ(ahum), Ross, brings you his monthly eclectic mix of cutting edge music and seminal classics.

Make sure you have Spotify and obviously a good set of speakers(pictured) to make the most of this one! There’s no real theme to the maiden playlist, just good new music with a positive summer feel. You will find a few topical tracks in there, from bands used in some of our work(Seabear, Caribou). It also seemed fitting to include a Kraftwork tune too, especially with the Tour De France running right now.

Click here to get the Spotify playlist.

1. The Emeralds – Candy Shoppe

2. Kraftwork – Tour De France

3. Carla Bruni – Quelqu’um M’a Dit

4. Devendra Banhart – Baby

5. Coconut Records – West Coast

6. She & Him – Why Do You Let Me Stay Here

7. Efterklang – Modern Drift

8. TV On The Radio – Love Dog

9. Seabear – Arms

10. Band Of Horses – Compliments

11. Local Natives – Sun Hands

12. Surfer Blood – Take It Easy

13. CEO – Come With Me

14. Junior Boys – Dull To Pause

15. Kele – Tenderoni

16. Caribou – Odessa

17. The Rolling Stones – Doo Doo Doo Doo Doo (Heartbreaker)

Amazing what can be achieved with a bucket of paint, a little sunshine, a lot of spare time and a spark of creative genius. This can’t be achieved on a mac in a studio folks. Simplicity rules!

So what is in this month? …People seem to be getting hitched left right and centre! No need to bore you with other peoples happiness. How about some creative excellence in this field instead?

For more images click here to visit their site

A great example of how a brand with a negative out-of-date perception can really turn its image on its head with genius writing and an innovative approach.

For our first newsletter, we are feeling a little brazen; we therefore cordially invite you to a game of truth or dare. The truth is we have a team of crafty individuals hungry for a new challenge and a brand new Olympus Tough 3000 Camera that is looking for a home. The dare – send us a brief big or small. We will respond, and someone could win a shiny new camera!

To Enter, simply send a brief  to Alison Mair. The whole team are eagerly waiting your reply.

All briefs entered by the 13th August 2010 will be entered into a free prize draw. Winner will be notified on Friday 20th August 2010. All briefs received will be tackled by the Craftwork team. We will get in touch to arrange timings.