The Challenge
Castello felt that their global brand and engagement positioning had been visually beautiful, but lacking in warmth. I was asked to begin taking the brand in a new direction, from first principles with TOV and Brand Book through to ATL and TTL creative, including concepting, scriptwriting and copy.
I worked with the team at internal agency (The Barn) at Arla Foods in Denmark over a two year period to bring the project to life.
The social campaign ran for several months, incorporating leading films across digital platforms, popular competitions and seasonal creative. An association with all things independent, be it style, fashion, or culture, using a distinctive style and humour to speak to communities that personify the ‘independent’ lifestyle.
Our Approach
To create the TOV I worked with the Arla team and the client team to create exactly the right balance. As part of the process I created master adcepts to help future copywriters get into the ‘Castello frame of mind’.
