Mike's Hard Lemonade
He's loud. He's brash. He's a bottle.
Using the hand-held film style of the commercials as our guide, we used scrap-book inspired graphics incorporating hand drawn elements to give him a home on the web.
With a cast of crazy characters and tons of video content the concept was a no brainer – road trip! Well, that was also the concept of TV campaign led by Creative Directors John Zissimos and Greg Rowan at McCann Erickson San Francisco.
Low-Fi Doesn’t Mean Low Tech.
As part of an integrated campaign it was important that the style of the site extend the TV and print work. The key creative insight for us was to leverage the video elements into the site. To maintain that human quality of the vérité style of the filmmaking it became clear that using hand-drawn elements and collage was going to be a winning combination. Using those elements we built several data-driven Flash interfaces for the site including deep linking, a voting mechanism and custom video & audio players.
Awards:
2007 Gold Medal Award