Long White Vodka strips it back in latest ‘Lovers of Less’ TV campaign via TBWA New Zealand

‘Lovers of Less’ is the positioning for the new TBWA NZ Long White Vodka campaign. Long White Vodka is all about stripping it back, using natural New Zealand ingredients, keeping things simple, uncomplicated with less fakeness and less stuff.

The creative aims to break down social norms and rules. No fluff, no fake fillers, no unnecessary words to eat away at time. Less drama, less lingo, less pretending, less crap ingredients, less alarms, less places to be. Simplicity is the hero of this story, love less and do it well.

Says Christy Peacock, ECD, TBWA: “There are so many rules and expectations placed on our lives, boxes to tick, such as buying a house, getting married and having children. This video encourages people to relax a little, questioning what’s needed and what’s not.”

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Says Giselle Bleakley, marketing manager, RTDs and spirits, Independent Liquor (NZ) Ltd: “We wanted the video to be something women could relate to and it has been a great success. TBWA and Florence did an excellent job of depicting the modern day women, one that no longer wants to conform to social norms and wants an uncomplicated life. With no artificial colours or flavours, we believe Long White Vodka is the perfect drink for the Lovers of Less.”

Partnering with production company Eight, Florence Noble directed and starred in the social video. OMD launched the 60 second spot over Labour weekend through a variety of online channels and reached 77 percent of its targeted audience within three days. It has far exceeded the industry benchmark on video completion by viewers, resonating with its core target market. It has received floods of positive comments and engagement and has sparked conversation in the right topic areas.

Client: Independent Liquor

Music: Liquid Studios – Composition by Peter van der Fluit