New Zealand beer brand Steinlager Pure has taken the plunge and partnered with 15 time world record free-diving champion Kiwi – William Trubridge in an epic new campaign by DDB New Zealand.
DDB chose Trubridge as an ambassador for Steinlager Pure’s new campaign because his approach perfectly matches the beer brand’s ‘Keep it Pure’ mantra.
“’Keep it Pure’ reflects how New Zealand’s isolated location provides Kiwis with a unique perspective on life, one that is fresh, independent, original. It also embodies the mindset of a challenger with an uncompromising hunger for excellence,” says Shane Bradnick, Executive Creative Director, DDB.
“With no fins, no tank, no weights, nothing but his own body and mind, William goes to places no human has ever been, pushing the boundaries of what’s humanly possible and defying the odds. We couldn’t have found a more perfect candidate for this campaign than William; he’s a Kiwi hero just as determined to be the best.
“The result is evident in this stunning piece of work as we follow him free-diving into the deepest blue hole in the world – Dean’s Blue Hole in Long Island, Bahamas,” says Bradnick.
Bahamas-based Trubridge set the world record for the longest unassisted free dive of 101 metres in 2010, and was the first to break the 100 metre barrier.
“The appeal of free diving is how different it is to any other sport. The fact you’re completely immersed in liquid; a single breath, the weightlessness, the absence of sounds, the dullness of the colours… everything is subtracted,” Trubridge shares.
At 100 metres deep, there’s no longer light, sound or gravity as we know it – everything is stripped away, leaving just the diver and his mental strength, stamina and resilience.
Michael Taylor from Steinlager finds symmetry between Trubridge’s poetry for his sport and the simplicity of Steinlager Pure.
“The way William describes his sport underlines the parallels in his pursuit for purity with our own Steinlager Pure. No extraneous ingredients, just absolute simplicity at its best, from the world’s purest place. And, like William, Steinlager is uncompromising in its quest to be the best lager in the world,” says Taylor.
“We’re excited to get behind William as he continually trains and challenges himself in his sport. He’s an amazing New Zealander doing outstanding things on a world stage – he epitomises the indomitable Kiwi spirit, and we are excited about giving William the recognition he deserves by encouraging the support of the nation.”
Later this year the journey will continue with DDB helping Steinlager broadcast Trubridge’s attempt at the free dive world record at Dean’s Blue Hole. Steinlager believes doing this will not only capture New Zealand’s attention, where he is relatively unknown, but also firmly place him on the world stage.
Says Shane Bradnick of DDB, “Like Steinlager, William Trubridge was born to defy. And at DDB we are very happy to help them both stake their claim.”
Credits
Agency: DDB
Executive Creative Director – Shane Bradnick
Creative Director – Chris Schofield
Senior Art Director – James Conner
Senior Copywriter – Christie Cooper
Copywriter – Guy Denniston
Group Account Director – Scott Wallace
Senior Account Manager – Jonathan Rea
Head of Planning – Lucinda Sherborne
Planning Director – Rupert Price
Agency Executive Producer – Judy Thompson
Agency Producer – Rosie Grayson
Client: Lion
Marketing Director – Craig Baldie
Category Director – Ben Wheeler
Senior Brand Manager – Michael Taylor
Assistant Brand Manager – Alison Futcher
Media: Zenith Optimedia
Business Director – Alex Lawson
Business Manager – Andrea Glidden
Senior Media Buyer – Kate Gamble/Henry Rowley
Production Company: ROBBER’S DOG
Executive Producer – Mark Foster
Director – Adam Stevens
Producer – Helen Hendry
DOP – Pete Zuccarini
Post Production – BLOCKHEAD
Editor – Tim Mauger
Colourist – Vincent Taylor
Online – Stefan Coory
Composer – Cam Ballantyne
Sound Mix – Jon Cooper
