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Welcome to Rekorder-Land

Welcome to Rekorder-Land

Michael Carnevale

Michael Carnevale

July 16, 2018

It’s an evocative journey that’ll leave you captivated.

"A place built on Swedish values, such as clean and simple design aesthetics, creativity, and beautiful landscapes."

With rich and illustrative storytelling, Rekorderlig breaks through the clichés of advertising in the alcohol industry. Copywriter Alex Tizard and Art Director Jonathan Rands of Havas London break down the concept of this campaign: how they achieved it visually and how they might recreate Rekorder-Land in real life.

 

What inspired the concept for this spot?

We wanted to position Rekorderlig in a place no other brand could get to. So, to achieve that we created a world of its own, Rekorder-Land. A place built on Swedish values, such as clean and simple design aesthetics, creativity, and beautiful landscapes.

Having decided on the Rekorder-Land’s principles we then took inspiration from the different flavor profiles. We felt that each one had a different personality, and their respective films should represent that. Grapefruit-Rosemary, for example, has the boldest taste, one that packs a punch so we felt a meteor shower of the ingredients depicted that particular flavor best. Peach-Basil was the most soothing and Rhubarb-Lemon-Mint was the most lively—hence, a river that flows into a cascading waterfall of botanicals.

How is this film creatively differ from other alcohol brands?

Aside from the beautiful graphics that Builders Club helped bring to life, Rekorderlig now has its very own world to live in. It’s not the expected visuals of people drinking or clichéd shots of friends in pubs and bars.

"We needed to be smart with how we achieved the desired look whilst looking for a style that would differentiate us from everybody else."

This is Havas London’s first campaign for Rekorderlig. What was the main goal of this new campaign?

To rebrand and reposition Rekorderlig as a premium cider. We felt that a cliché view of Sweden was being a little over-done, and we wanted to step on from that; we wanted to show a different side of Sweden—the beautiful and the minimalist design approach.

The visuals in this spot are stunningly beautiful. Why were CGI effects and a modern Scandinavian aesthetic the best way to show all of the different flavors in the ciders?

With the certain constraints that we had, we needed to be smart with how we achieved the desired look whilst looking for a style that would differentiate us from everybody else. The use of CGI gave us greater control over the look and feel of the world and ingredients and when we came across Builders Club’s (directors) work, it just made sense.

How does this film advance the brand story?

Rekorderlig have always been a premium brand with a premium product—it just got lost in amongst other ciders copying them. We think that this new aesthetic and positioning reasserts that premium desirability.

What’s been the reaction to this film?

The reaction has been very positive so far. Through social media, there have been many comments from people asking about the new flavours and how beautiful they look. We’ve also had emails from Condé Nast expressing an interest in working together at some point. So, from a design/fashion point of view, that’s very exciting and a compliment to how visually beautiful the work is.

What’s next?

We’re planning on exploring what else Rekorder-Land has to offer and bring it to life for real. So keep your eyes open. You may find yourself in Rekorder-Land.

"A place built on Swedish values, such as clean and simple design aesthetics, creativity, and beautiful landscapes."

With rich and illustrative storytelling, Rekorderlig breaks through the clichés of advertising in the alcohol industry. Copywriter Alex Tizard and Art Director Jonathan Rands of Havas London break down the concept of this campaign: how they achieved it visually and how they might recreate Rekorder-Land in real life.

 

What inspired the concept for this spot?

We wanted to position Rekorderlig in a place no other brand could get to. So, to achieve that we created a world of its own, Rekorder-Land. A place built on Swedish values, such as clean and simple design aesthetics, creativity, and beautiful landscapes.

Having decided on the Rekorder-Land’s principles we then took inspiration from the different flavor profiles. We felt that each one had a different personality, and their respective films should represent that. Grapefruit-Rosemary, for example, has the boldest taste, one that packs a punch so we felt a meteor shower of the ingredients depicted that particular flavor best. Peach-Basil was the most soothing and Rhubarb-Lemon-Mint was the most lively—hence, a river that flows into a cascading waterfall of botanicals.

How is this film creatively differ from other alcohol brands?

Aside from the beautiful graphics that Builders Club helped bring to life, Rekorderlig now has its very own world to live in. It’s not the expected visuals of people drinking or clichéd shots of friends in pubs and bars.

"We needed to be smart with how we achieved the desired look whilst looking for a style that would differentiate us from everybody else."

This is Havas London’s first campaign for Rekorderlig. What was the main goal of this new campaign?

To rebrand and reposition Rekorderlig as a premium cider. We felt that a cliché view of Sweden was being a little over-done, and we wanted to step on from that; we wanted to show a different side of Sweden—the beautiful and the minimalist design approach.

The visuals in this spot are stunningly beautiful. Why were CGI effects and a modern Scandinavian aesthetic the best way to show all of the different flavors in the ciders?

With the certain constraints that we had, we needed to be smart with how we achieved the desired look whilst looking for a style that would differentiate us from everybody else. The use of CGI gave us greater control over the look and feel of the world and ingredients and when we came across Builders Club’s (directors) work, it just made sense.

How does this film advance the brand story?

Rekorderlig have always been a premium brand with a premium product—it just got lost in amongst other ciders copying them. We think that this new aesthetic and positioning reasserts that premium desirability.

What’s been the reaction to this film?

The reaction has been very positive so far. Through social media, there have been many comments from people asking about the new flavours and how beautiful they look. We’ve also had emails from Condé Nast expressing an interest in working together at some point. So, from a design/fashion point of view, that’s very exciting and a compliment to how visually beautiful the work is.

What’s next?

We’re planning on exploring what else Rekorder-Land has to offer and bring it to life for real. So keep your eyes open. You may find yourself in Rekorder-Land.

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