db Awards winners revealed22nd May, 2013 by Patrick Schmitt
Best Consumer Campaign – Spirits
Although benefitting from a big budget, the judges felt that Beefeater had used it to maximum effect with its striking My London campaign. Launched in October 2012 with a £100,000 spend, the campaign encouraged Londoners to submit photos conveying the capital’s spirit for the chance to appear on a limited edition Beefeater bottle.
Uploaded via www.beefeaterginmylondon.com, the website featured a map of London highlighting the latest entries from each region. Helping to judge the entries were Central Saint Martin’s College of Art and Design, while The Evening Standard acted as media partner.
Finally, the best entries and finished bottle were displayed in Covent Garden, using an 8m high projection. According to Beefeater the brand reached an audience of over 5m people.