Friday Thing/k: Now, That’s The Spirit!

|Yoav Tourel


Hi, all.

Hope you had a good week.

Welcome to Friday Thing/k – a brand storytelling canvas where I’d like to share with you smart, creative, inspiring, engaging, cool, and innovative content marketing ideas that take my digital marketing breath away once a week.

I have a regular ‘joke’ that I pull every time that I’m going to a meeting in one of our advertising agency partners.

When asked, “What can I offer you to drink? Coffee? Tea?” I always answer, “Scotch, please.

Usually, there’s a smile at the other side, either acknowledging the joke or politely LOL-ing at me.

But one time, a couple of months ago, somebody actually took the joke seriously and brought me a glass of Scotch with no ice.

It was a 10:30 am meeting. I felt like Don Draper!

Whether researched, romanticized, or rationalized by creative people like the Mad Men of their day, there’s a connection between alcohol and creativity.

There’s also a famous proverb in Hebrew (my free translation) that claims when you drink wine, secrets come out. In other words, you’re starting to tell stories.

So, this week’s think/g is all about alcohol and stories.

I chose few of my favorite alcoholic beverage campaigns after seeing a video by BBDO Ukraine for Stella Artois. The campaign, “La première” introduced Stella Artois limited edition for Cannes Film Festival. The packaging tells a story — one story in four cans:

Alcohol brand, Bacardi, took it up a notch by literally making the drink part of their recent story. The brand asked two well-known graphic novel artists to create an online graphic novel entitled “The Spirit of Bacardi.” Writer Warren Ellis and artist Michael Allred collaborated on a one-shot comic detailing the origins of Bacardi against the background of the Cuban War of Independence.

The story focuses on Emilio Bacardí, the founder’s son, who was apparently a pivotal figure in Cuba’s struggle for liberation from Spain’s control.

And here’s the gimmick…

Actual Bacardi rum was added to the artist’s ink:

Now that’s a true brand integration.

Let’s have another sip.

This time, with my favorite alcohol ad of all times — a big declaration, I know.

I won’t say anything else, but just watch this story by Tullamore Dew Irish Whiskey:

A beautiful story that’s expertly told

Last drink?

Have you seen the latest VR stunt from Georgia by creative agency Leavingstone?

What initially appears to be a VR promotion for Ireland, quickly changes:

Thanks to Outbrainers Gilad de Vries and Hila Grinker Golan for sharing this video.

Off for an after work drink.

By the way, another ‘joke’ I pull out of my sleeve is when I’m at the pub and the bartender asks me what I’m having to drink. I always answer, “Herbal tea, please.”

There are never any laughs, though.

See you next Friday.

As always, feedback is more than welcome and needed, so please leave comments below.

Additionally, if you have anything/k in mind, I would love to discover it.

Just call me Joe.

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Yoav Tourel

Yoav Tourel

I joined Outbrain in 2012 as the Head of Account Strategy in Australia & New Zealand. Before that, I was... Read more

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