St. Hubertus, the 130 years old herbal liqueur’s brand narrative has been around friendship for many years.
Being one of the most important human relations, it doesn’t seem easy to say something new about it – but only at first sight.
Because in recent years something happened to friendships.
Many of them got under pressure.
Political divisions, Covid, opposite convictions and even a declining urge to go out with friends.
There is hardly a friendship – independent from wealth or social status – that didn’t suffer from frictions or estrangements.
We thought that making this the central message we could perhaps motivate people to make the first step to re-animate their broken friendships.
We started off with a short online film establishing the framework of the campaign:
After two weeks of this prequel a full length online spot followed:
Parallel to the main online piece a heavy TV flight was also launched:
And as part of the online campaign we used a Messenger banner that encouraged people to scroll down to the bottom of their messages list, because that’s where all their groups and friends are located to whom they didn’t talk for a while.