Country Life
Low-budget campaign to give Country Life its witty image back.
#copywriting #PR #earned #social #strategy
Taste The Freedom. Taste Country Life.
Country Life Butter wanted to go back to its witty roots and briefed us asking for a social campaign that would be ‘not about rolling green hills, but about rocking caravans.
The Taste Freedom. Taste Country Life. campaign celebrates the regained freedom our 55+ audience experiences through a series of ads showing 55+’ers enjoying the country side in their (literal) 2nd youth.
Kick-off
The campaign kicked off on Theresa May’s last day in office with ad showing her running through a field of wheat tossing away her iconic kitten heels (a reference to an interview where she admitted the most naughty thing she’d ever done was running through a field as a child).
The ad was published on social media and driven ao past Parliament Square on a digital billboard, gaining more than 60 pieces of PR, more than 115 times its media value.
Digital OOH
Follow-up
The follow-up films, designed for social media, show 4 55+ers in the British countryside, tree climbing, scrumping, riding a wheel barrow and wild swimming (not published).
Creative Agency: UM Studios
Creative Director: Marcia Siebers
Art Director: Greg Lennox
Copy: Marcia Siebers
Media: Magali Brisolary, Shara Brown, Melanie Chan
Production Company
Director: Richard Mitchell
Editing: Richard Mitchell
Photography: McVirn Etienne
Head of Production: James McAllister
Production: Jo Kilvington & Holly Bedwell
PR: Grayling