Robert crafted the environment of each set to achieve this feel. Back in the day, Canadian Club had a bigger sign in Times Square than anyone. At first, we envisioned this a total user-supplied photographic campaign. Are there differences between the male whiskey lover then versus now? What look were you trying to achieve? Talk about a timely brand boost.
At first, we envisioned this a total user-supplied photographic campaign. What was the intention of the series besides selling Canadian Club? And we discovered that no one knew what Canadian Club was. Once we knew we were going to lean into vintage photography, we wanted to make it feel completely authentic. Grab a copy or download it for more stories that live at the intersection of sex and design. Can you talk about your approach to the layout of the print ad series. What look were you trying to achieve? We did choose to shoot the dominant images in the print. He even used vintage film and the only processing center in the country with vintage chemicals. And he drank Canadian Club. Back in the day, Canadian Club had a bigger sign in Times Square than anyone. He used multiple cameras, a lot of which were strapped around his neck while shooting. Stop flipping the pages and stare. Our only problem was having too many great options to cull through. And it would put brown spirits and Canadian Club back on the map. This campaign would work to reverse sixteen consecutive years of sales decline. That process is fascinating! How did you execute the design you wanted? Robert crafted the environment of each set to achieve this feel. Keep in mind that the Canadian Club ads conceptualized by Sherman and Stanfield hit before brown spirits were hip again—pre-Mad Men. The overall goal was to stop a steady year sales decline, which we did the first month the campaign launched. After a big photographer search, we landed on Robert Whitman. It was the long awaited Canadian Club brand revival—and with no website and no video—it was a print-driven success. Talk about a timely brand boost. We were told that women would hate it, but in fact they were as proud of their formerly devilish dads as guys were. And the idea emerged.
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