Brown-Forman: Responsibility Campaign
Brown-Forman
Challenge

Brown-Forman has been pushing the industry to higher standards of alcohol responsibility for decades. Talking about it is difficult, though. One, when you do something philanthropically it can be a challenge to talk about it without seeming disingenuous. Two, the language surrounding alcohol responsibility has become stale. The term is associated with a federally required blurb at the bottom of an advertisement. We were tasked with creating a way for people within the company to talk about responsibility in a way that is fun, inspiring, open to multiple interpretations, in-line with their brand strategy, and uses their brand guidelines. In addition, as a multinational company, the effort needed to translate across the world.

The Brown-Forman Corporation focuses their efforts on health and well-being (SDG 3), clean water and sanitation (SDG 6), affordable and clean energy (SDG 7), and life on land (SDG 15).

Opportunity

Through hundreds of hours of small group discussions, we came to believe that the Brown-Forman company were genuinely inspired by the values of the organization: teamwork, excellence, respect, trust. These values came to life in a family environment. One repeated sentiment stood out: “we trust that if given the time our co-workers will make the right decision.”

We heard other employees talk about mindfulness, proactivity, purpose. We merged the two thoughts into the campaign: Pause. It is open-ended. It is different for every person. It allows a person to consider if they should have another drink or get something to eat. It leaves room for a person to consider the implications of a message before submitting a brief. It leaves room to think about the legacy the company has in Louisville, in the industry, and across the world.

Brown-FormanBrown-Forman
Brown-Forman
Brown-Forman
Brown-Forman
Brown-Forman
Brown-Forman

SCOPE OF WORK
Naming
Brand Identity
Brand Guidelines
Brand Messaging