Weber Shandwick - FEVE Video

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Weber Shandwick, London, United Kingdom
Company Description: Weber Shandwick is a leading global public relations firm with offices in more than 80 countries. The firm’s diverse team of thinkers, strategists, analysts, producers, designers, developers and campaign activators has won the most prestigious awards in the world for innovative, creative approaches and impactful work.
Nomination Category: Video Categories
Nomination Sub Category: P.R.: Industrial

Nomination Title: FEVE, Endless Lives of Glass

Date this production was first released/publicly viewed: 27 April 2016

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

Glass packaging is naturally sustainable, 100% inert and 100% recyclable; safe to store food and drinks in; and it’s also beautiful. But it faces stiff competition from plastic, metal and laminated cartons.

To support Europe’s glass packaging industry body, FEVE, we found a compelling insight: unlike any other packaging material, glass is endlessly recyclable.

If only glass bottles could talk, what stories they might tell…

For the first time, we gave glass a voice. In supermarkets across Europe, glass bottles surprised shoppers by coming to life, thanks to innovative custom-built bottles and well-known comedians.

We used hidden camera footage to create seven short videos of consumers’ shocked and amused reactions, which were launched across Facebook, YouTube, and Twitter channels.

More than 22million people viewed the videos, 15,000 shared them, and FEVE’s online community grew by 42%.

The videos encouraged European consumers to consider buying more food and drinks packaged in glass: 14 million+ people are now more likely to buy glass packaging after watching our content and 50% of consumers claim to use more glass than they did three years ago.

In a competitive market space, industry data indicates glass packaging production was up 2.4% in H2 2016.

Provide the applicable creative and production credits for this entry:

Creative Director: James Nester, Executive Creative Director, UK & EMEA
Strategy Director: Adam Mack, Chief Strategy Officer
Account Lead: Nora Lawton, Director, Consumer & Brand PR
Creative Head: Luke Walker, Creative Head
Video Producers: Claire Proudfoot/Liam Simpson
Video Editor: Ben Taylor
Project Manager: Christian Prior, Account Director
Digital Strategist: Benjamin Fox, Digital Strategist
Community Manager & Junior Digital Strategist: Eleonora Minozzi, Junior Digital Strategist
Media & Market Coordination: Alexander Lazarou, Senior Account Executive

Other contractors/agencies involved:

http://gutsandgloryfilms.co.uk/about-us/ ">Guts & Glory (video shoot);

http://illustriouscompany.co.uk/distinguishing-features/martyn-ware ">Illustrious (production of talking bottles)