As Autumn arrives, these indulgent rituals even take on a magical quality. Driven by renewed popular interest in witchcraft as part of the mainstreaming of fantasy culture: imaginative, mischievious and conspiratorial, it offers a fun, fresh take on treating this season. 

THE IDEA was to bring together the SPIRIT of Baileys (the product is literally a spirit, but also the essence of Witchcraft) and the RITUALs of Autumn (as they wanted to own the season) and you get Spiritual.

THE ADCEPT

The two key elements of the look and feel of our campaign were:

Firstly, we needed to stand out from all the bland photography that saturated this market, and have some cut through. So we used illustration, a mystical style illustration. For branding we used the double B Baileys monogram in the corners of our tarot style border.

Secondly, the brand does not take itself too seriously, so the Witchcraft elelement has a humourous edge with floating cows, bath tubs and Autumnal pumpkins.

Headlines have double edge to them, an Autumnal ritual with a Baileys twist.

SOCIAL

The Spiritual campaign would go on Instagram and Facebook stories, and always be interrupted by the Third Screen being splashed with Baileys. to reveal the click through to the Baileys Spiritual web page.

DIGITAL OOH

A few examples of some simple animations with a sense of the Spiritual sense of humour:
a cat licking the cream from it’s lips, a cupcake spinning out of orbit, a cow moving as a finger puppet.

The animations will always be interrupted by the Third Screen being splashed with Baileys to reveal the click through to the Baileys Spiritual web page.

The animated shorts could be used in a variety of media, for example:
+ Sky idents. Baileys could sponsor the third series of Britannia coming this Autumn
+ Digital banner ads on sites like Refinery 29 that the target audience use
+ Animated panels running down the escalators in the tube
+ Sponsored posts on Instagram, Facebook and YouTube

RETAIL

With such a distintic look and feel to the campaign we’d have maximum stand out for Instore POS- the important ‘last three feet’. We see the spell style recipe cards being used in stands on the alcohol asile, on pop-up cookery demonstration stands (with some dry ice of course) and even sent to landlords.

PLUS EXPERIENCE IDEA ... though with only 3 days from briefing to presentation, we ran out of time to visualise this!

We had this idea to link back to the Autumn Equinox on September 22nd. You get an artist to create and install a giant Baileys ‘Witching Hour Glass’ in all the major cities in the UK. This timer with would count down to a massive mystical street party, which would involve tarot card readings & interactive games, with Baileys potion samples being handed out.

Leading up to the date, the double B Baileys monogram would appear everywhere in nearby streets, in the form of stickers, graffiti and stencils to promote the event with a sense of mystery.