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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

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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Glenfiddich Welcomes Challengers in First TV Campaign in India

Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, is launching its first ever TV campaign in India. The film illustrates how the brand constantly challenges itself to maintain this status.

The 30 second TV ad, ‘The Diver’, developed by London-based creative agency Space, aims to attract new whisky drinkers to Glenfiddich in key growth markets.

The film follows the story of a freediver at the top of his game, in his attempt to beat his own world record. He manages to push himself further and further, deeper into the unknown, beyond what was thought humanly possible, giving the viewer an insight into the mind of a challenger.

When the character has seemingly reached his limit, he spectacularly swan dives into a deep, dark ‘blue hole’ and experiences an alien underwater world leaving the viewer to guess whether this is reality or fantasy. The voiceover follows the freediver’s internal monologue in his pursuit to be the best, before the heart stopping climax as he rushes to the surface. The advert ends with the call to action ‘Challengers Welcome’.

The closing line ‘Challengers Welcome’ represents Glenfiddich’s passion for pushing the boundaries. It is this uncompromising attitude and approach to innovation which has helped to secure its status as the World’s Most Awarded Single Malt Scotch Whisky. It’s a bold, confident line which reinforces the brand’s leadership whilst inviting drinkers to the brand.

The Diver is directed by Lisa Gunning through Green Tea Films and shot by renowned underwater filmographer Peter Zuccarini.

Enda O’Sullivan, Global Brand Director, Glenfiddich commented: “ Glenfiddich created the single malt Scotch whisky category as we know it today and being independent and family run, we’ve had a licence over the years to challenge conventions and traditions. It is this long rich history of creativity and entrepreneurialism that has helped to secure our status of the World’s Most Awarded Single Malt Scotch Whisky. We believe this campaign delivers that message in a highly differentiated way, enabling us to stand out from an increasingly crowded category, especially for drinkers who are looking for a spirits brand that stands for quality.”

Greg McAlinden, Creative Director at Space added “Challengers Welcome’ is a beautifully simple idea and the Diver is stunning film that brings to life the mindset of the brand that it dramatises. We looked to challenge the dominant ideology of whisky advertising, and move away from its conventional aesthetic. The result is a striking piece of communications.”

Credits List:
Creative Director: Greg McAlinden
Art Director/Copywriter: Ethan Kennedy
Planner: Aaron McFeeley
Business Director: Sean Kelly
Senior Account Director: Leigh Chapman
Account Manager: Ben Wyver
Producer: Alister Campbell
Production company: Green Tea
Director: Lisa Gunning
DOP: Peter Zuccarini
Post production/VFX: Carbon
Editor: Lisa Gunning/ The Whitehouse
Music: Peter Duffy
Sound design: Peter Duffy
Sound Mixing: Jungle

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