BROTHER'S BOND
THE CHALLENGE
BROTHERS BOND WHISKEY SOUGHT TO LEVERAGE THE STAR POWER OF IAN SOMERHALDER AND PAUL WESLEY, THE ICONIC DUO FROM THE VAMPIRE DIARIES, TO CREATE A COMMERCIAL THAT NOT ONLY RESONATED WITH THEIR LOYAL FANBASE BUT ALSO POSITIONED THE BRAND AS A SOPHISTICATED YET APPROACHABLE CHOICE IN THE COMPETITIVE WHISKEY MARKET. THE CHALLENGE WAS TO CRAFT A NARRATIVE THAT AUTHENTICALLY CONNECTED THEIR ON-SCREEN CHEMISTRY WITH THE CRAFTSMANSHIP AND STORY BEHIND THE WHISKEY, APPEALING TO BOTH LONGTIME FANS AND DISCERNING WHISKEY ENTHUSIASTS.
THE Solution
MY TEAM AND I CREATED A COMMERCIAL THAT CLEVERLY MIMICKED A TRAILER FOR A NEW SEASON OF THE VAMPIRE DIARIES, SEAMLESSLY BLENDING NOSTALGIA WITH THE STORY OF BROTHERS BOND WHISKEY. THIS INNOVATIVE MISDIRECTION RESULTED IN AN INFECTIOUS AND HIGHLY SHAREABLE CAMPAIGN THAT CAPTIVATED FANS AND WHISKEY ENTHUSIASTS ALIKE. THE COMMERCIAL WENT VIRAL, GARNERING 25 MILLION VIEWS WITHIN 24 HOURS, BECOMING THE MOST VIEWED VIDEO ON IAN SOMERHALDER AND PAUL WESLEY’S SOCIAL MEDIA PLATFORMS, AND EARNING RECOGNITION AS AN AD AGE EDITOR’S PICK, SOLIDIFYING THE BRAND’S CULTURAL RELEVANCE AND CREATIVE IMPACT.
