John Smith’s Smithy the Horse

  • Alexander Lieven
  • Rebekah Sawyers
Heineken UK (then Scottish & Newcastle) Ale brand John Smith’s had a long-standing sponsorship of horse racing. However, now the brand wanted to make its long-standing involvement with the sport in a more relatable to the audience. My solution was simple – involve loyal drinkers in the sport they love by offering them a share in a real racehorse, called Smithy. The idea came from reading the clients brief which talked about how much they wished to return to John Smith’s ‘No Nonsense’ positioning. Result? Now, 10,000 people own a share in a No Nonsense racehorse.
Role : Art Direction & Copywriter
IMC European Award, Innovative Idea or Concept – Bronze
IPM Award, Best Alcoholic Drinks Campaign – Gold
IPM Award, Best Trial & Awareness Campaign – Silver
MAA Best Award, Creative Sales Promotion Communications
MAA Best Award, Sales Promotion Led Campaign
MAA Globe Award, Best Retail Key Account or Channel Specific Campaign in The World – Gold