Baileys
Cream with
Spirit
After years of sub-par advertising, Baileys was in need of a complete relaunch and relevancy in not just one or two markets, but globally.
At BBH London we created a new global campaign that uses the metaphor of women as the drink itself, and celebrating both for good measure.
We then followed up with a print campaign that featured the philosophy of women who typify feminine charm with an edge.
Global Film
Teaser Print and Poster
Teaser Print and Poster
China Teaser Print and Poster
China Teaser Print and Poster
China Print
Translation:
To declare love for me, a kiss is more persuasive than a speech.
China Print
Translation:
If you want I can let you think you're the boss.
Phone App
To gauge just where you were on the Cream with Spirit spectrum, a selection of images were chosen. Based on the attitude of the pics, you were given a percentage to share socially.
Interactive Billboard
You could post your Cream with Spirit percentage to the billboard to find out the averaged percentage of the city. Those in Shanghai found out their number and were able to compare with percentages in Beijing, Guangzhou, Chengdu and Nanjing.