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The Three Bears Breakfast Cooking Show for Rowse Honey is a Fabulous New Campaign by BMB


BMB is launching a new campaign for Rowse Honey featuring three modern-day bears: Matt, Joel and Phil.

In response to Rowse Honey's challenge to encourage more people to put honey on their porridge, the agency decided to update the fairytale for a modern audience and create a YouTube cookery show, The Three Bears, with bigger, grizzlier and infinitely more fabulous bears than Goldilocks ever got to meet.

Matt, Joel and Phil are three gay men who identify with the term 'bear', often used to describe large, husky, gay men sporting a lot of body hair.

In the show, The Three Bears live together in a rustic wooden lodge surrounded by nature. Each episode sees them create a delicious new porridge using Rowse honey and follows their hilarious antics along the way.
The campaign launches with three online episodes and a 60 second teaser trailer, supported by Out Of Home, social activity, and a Stylist cover wrap.

Kirstie Jamieson, Marketing Director of Valeo Foods UK said: “BMB tackled the brief of getting more people to put Rowse Honey on their porridge head on. Our Three Bears Breakfast show is the authority on porridge and honey and the simple but tasty recipes offer some charming breakfast inspiration for those dark winter mornings. It is really exciting to connect Rowse with a younger audience in an engaging & relevant way.”

Jules Chalkley, Chief Creative Officer at BMB said: “The Rowse Honey brand is the number one spread in the UK and we wanted a creative idea with the scale and stature to match. We took the very humble business challenge of encouraging more people to put honey on their porridge and invested it with as much heart and passion as we could. The Three Bears is a YouTube based recipe show that dusts down the 19th century fairy tale and sets it firmly in the 21st century. Our ambition is that hopefully it turns into a much bigger entity that plays in to the nations deep love of cookery shows.”

Matthew Lister, who stars in the campaign said: “The gay community is so vibrant and diverse, recently LGBT people have appeared at the forefront of several advertising campaigns. That said, it seems certain groups have been under represented in the media which is why I jumped at the opportunity to feature in The Three Bears. The filming process reminded me a bit of my experience of the Bear community. We arrived on the first day not knowing each other, but everyone was easy going and welcoming. Very quickly the banter and camaraderie between us all developed and by the end we all felt like great mates.”

The Three Bears - Trailer


Winter Survival - The Three Bears - Episode 1



CREDITS
Chief Creative Officer Jules Chalkley
Creative Director Matt Pam & Simon Hipwell
Art Director Jenny Piggott
Copywriter Harry Boothman
Business Director Richard Wilcock
Account Director Ben Clark
Agency Producer Elin Tiberg
Executive Digital Director Ben Lunt
Digital Producer Melanie Lowings
Photographer Clare Lewington
Director/ Production Co Chris Goulder / Bare Films
Producer Jessica Turner / Tim Marshall
Editor Chris Roebuck
Post Production Yoomin Lee and Andy Brown @ Jogger
Sound Design Tom Heddy @ Wave
Typographer Sam Kallen
DoP Chris Clarke

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Miller Lite and Jason Witten Surprise Dallas Football Fans with a Beer Delivery



New video from DDB Chicago shows football legend Witten trading in his jersey for a delivery uniform.

Beers are here! To kick off the football season, Miller Lite partnered with former tight end and longstanding Miller Lite fan, Jason Witten, to surprise select diehard Dallas football fans with beer deliveries at their homes.

“Miller Lite believes in celebrating and rewarding fans because not only are we football fans at heart, but we’ve enjoyed almost 30 years as the official beer of Dallas football,” said Anup Shah, Vice President, Miller Family of Brands. “We chose loyal fans who hold true to their love of the game, their team and their beer. When Jason Witten arrived at their door in his Miller Lite gear to surprise them with ice cold beers, the reactions were priceless.”

DDB Chicago created a video of Witten’s “Beer Delivery” experience for fans that’s now live on YouTube.

“This was a perfect way to kick off the season,” said Witten. “For me, it’s always been about the fans. They deserve to be celebrated, so when Miller Lite offered me the chance to surprise some of the most loyal Dallas football fans, I couldn’t turn it down. Plus, I got to enjoy a couple of Miller Lites along the way.”

Witten surprised three different viewing parties in the Dallas–Fort Worth area on a Sunday during the football pre-season. Although fans knew they were being filmed by Miller Lite, they had no idea that Witten would be arriving at their door, cooler in hand. Highlights of the video include fans’ surprise reactions to Witten’s arrival, a group running a football play with him, and one fan declaring, “oh my gosh, we just drank a Miller Lite with Jason Witten.”

Miller Lite is The Only Beer of the Dallas Cowboys, and has been a Sunday staple for football fans for years. With only 96 calories and 3.2 grams of carbs, Miller Lite is the perfect beer to enjoy as you watch games on football Sunday.

MILLER LITE “BEER DELIVERY” CREDIT LIST

Miller Coors, Brand Team
Anup Shah, VP Miller Family of Brands
Sheryl Rosa, Activation Marketing Director
Caroline Flood, Associate Marketing Manager
Kirby Nardo, Senior Manager, Marketing Communications

DDB Chicago, Creative Agency
Ari Weiss, Chief Creative Officer, DDB North America
John Maxham, Chief Creative Officer, DDB Chicago
Diane Jackson, Chief Production Officer, DDB Chicago
Myra Nussbuam, SVP Group Creative Director
Nick Stoner, Associate Creative Director
Nick Howard, Associate Creative Director
Jason Cohen, Copywriter
Sarah Berkley, Art Director
Keith Jamerson, Executive Producer
Adam Battista, Sr. Producer
Kiska Howell, SVP Group Account Director
Sara Abadi, Account Director
Katelyn Ledford, Account Supervisor
Katie Sullivan, Account Executive
Patrick O’Rouke, Strategy Director
Darren Allison, Sr. Strategist
Nicholas Papaleo, Senior Sound Designer, DDB Audio
Cameron Aper, Audio Producer, DDB

Olson Engage, PR Agency

Gifted Youth, Production Company
Sergio Cilli, Director
Anthony Ficalora, Executive Producer
Dal Wolf, Managing Director

Optimus, Post Production Company
Mike Berg, Editor
Jenny Schaye, Edit Assistant
Tracy Spera, Executive Producer

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