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Posts Tagged ‘Uli Kurtenbach’

Amsterdam Worldwide Launches New Global Brand Platform for Warsteiner

Last year, Amsterdam Worldwide was tapped to lead the Warsteiner Beer business, and their work with the brand can now be seen in their recent global brand platform, intended to “refresh the brand in its existing markets, and firmly establish it in emerging markets.”

The campaign, which kicked off in Germany on the 10th and will roll out gradually in over 60 markets worldwide, features television, print, and “high levels of digital media activity across the board.” Amsterdam Worldwide clearly wants to target the young and the young at heart (such as the 45 year-old skateboarder in the “Do It Right” television spot featured above), as evidenced by the online documentaries meant to supplement the television campaign which include profiles of a skydiver and a graffiti artist.

“Traditional beer advertising is cluttered with a lot of clichés and not particularly inspiring insights – we had a chance with Warsteiner to break away from that mould and celebrate a brand culture that lives and breathes an intense commitment to creating a truly premium beer,” explains Amsterdam Worldwide’ s Strategic Director, Uli Kurtenbach. “It was a natural step to inspire Warsteiner’s consumers to take on their own lives with the same enthusiasm.”

Stick around for credits and a profile of “Freefly Rob” after the jump. Read more

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Amsterdam Worldwide Shows Both Sides of Sony VAIO 2-in-1 PC

Amsterdam Worldwide has a new campaign promoting Sony VAIO, l Flip PC, VAIO Tap 11, and VAIO Duo emphasizing the laptop/tablets appeal to both people’s playful and serious sides.

The new campaign, entitled “Both of You,” features four 2-in-1 characters, with the two sides of each personality battling each other, emphasizing that “sometimes we need to work, and sometimes we need to play.” In each of the four spots, neither side of the character wins a definitive victory in their battle of wits, another illustration of how the versatility of a laptop/tablet in one lets both sides of your personality get their way. “Our tech devices have become very personal extensions of ourselves – the question is ‘which self?’ We all have more than one. Now there is truly one device that can handle both of you, so we created a story to bring that to life,” explains Amsterdam Worldwide executive creative director Richard Gorodecky.

“Both of You” has already proven itself a big success. The four online spots debuted in December and combined have already received over 1.5 million views, and that’s without any media spend. The online campaign rolls out in earnest on January 27th, on platforms such as YouTube, Hulu, and AOL (for some reason). “Both of You” will also launch in international markets, including Japan, Asia, Europe, and Latin America. Stay tuned for “Both of You (Marla)” and credits after the jump. Read more

Amsterdam Worldwide Takes Over on Warsteiner Biz

What better way to kick off the day than some news involving beer. Amsterdam Worldwide, the agency that spun off broke away from StrawberryFrog in 2008 and works with clients including Asics, has been tapped to lead the Warsteiner account and create a global campaign for the 260-year-old German brewer. We’ve been told that AW beat out up to eight other agencies in the pitch and won out as AOR because of its “noted international experience” as the Warsteiner folks look to grow the brand outside of Europe.

In a statement regarding the decision, Jordi Queralt, marketing director at Warsteiner,  says, “The team at Amsterdam Worldwide has demonstrated its world class strategic and creative capabilities and knowledge of this industry. The agency showed great insight during the brief, and we look forward to building a success story for Warsteiner together.”

You’ll have to wait a while, though, to see what Amsterdam Worldwide–led by ECD Richard Gorodecky and strategy director Uli Kurtenbach–comes up with as the first campaign won’t break in the U.S. until the first half of 2014. The agency succeeds Kolle Rebbe on the Warsteiner account. Budget is undisclosed.