Portraits of Achievement: For The Love
Brief: Alfred Dunhill tasked us to develop a series of films to reach new audiences and express the brand's insight that success is the ultimate male aspiration, a confident statement of intent for the brand's commitment to celebrating male achievement through its digital channels.
Our Response: We created Portraits of Achievement, a series of cinematic documentaries telling the uplifting, moving stories of British sportsmen. From Olympic athletes to a Gold Cup winning amateur jockey, we targeted the affluent worlds of horse racing, sailing and skiing. With For the Love we saw the opportunity to create a long-form documentary. In an industry first, Channel 4 acquired the film and broadcast it to an audience of over 1 million as a key element of their Gold Cup coverage.
Outcome: A testament to the power of earned media, For The Love acheived widespread success for Alfred Dunhill, broadcast to an audience of over 1 million people on Channel 4 and creating a powerful long tail of assets including film premieres, film festival appearances, DM, brochures, in-store, PR and social media.