BEVY
Treatment prepared by cutlerbremner
11_9_2021
ASSIGNMENT
Launch Bevy Long Drink in a Refreshing and Exciting Way.
We are very excited to have this opportunity to help launch this refreshing new product.
We believe we can really help position Bevy in a unique way for the market.
COLOR PALETTE
ABSTRACT NORTHERN LIGHTS
We can achieve amazing results with the use of projections in the studio as the background as well as on the can.
TYPEOGRAPHY
We’ll effect the transparency of the title cards to help integrate the supers into the scene and create a more dynamic look. Also, we can add umlaut (ö) or diaeresis (ø) to certain characters to help build a strong connection to Finland.
THE CREATIVE
1) Open on a vista of the Northern Lights shimmering in the distance, we see a small object silhouetted against the background. Exciting music begins to build...
2) The camera pushes in to reveal the Bevy can.
3) We continue to push in through an icy blizzard that clears to reveal the can illuminated. 1-3 happen extremely quickly.
4) As the product is fully revealed, we see icy condensation running down the surface as a misty vapor fills the air. A green light pass crosses the can. This scene sits for a moment to allow the ice and lighting to have some time to be viewed in detail.
5) We push in tighter for a close up detail of the label, ice slides slowly down the can...
6) ...we continue tilting up for a heroic shot as cold crisp vapors swirl around the icy can.
7) Cut to a the can opening with a crisp POP as the liquid begins to pour. We hear the sound of the beverage pouring.
8) We enter a liquid dreamworld as we follow the flow in extreme slow motion, the drink pours and separates from the background with a hint of color blended into the pour.
9) Continuing in dreamy slow motion, the viewer feels immersed in the experience. Ice cubes tumble in the drink, creating a dynamic movement of liquid and ice.
10) We cut to the product spinning, creating a whirlpool effect with mix of ice and beverage.
11) Cut to a close up of the surface of the drink, as we see tiny bubbles of carbonation popping and splashing.
12) The camera pulls back from the moving surface of the drink....
13) ...to reveal a refreshing glass of Bevy.
14) Cut to reveal product hero shot. Shot as dramatically as the opening scenes.
15) Product hero is revealed, camera pans right...
16) ...leaving space for the end line beside the can.
VISUAL REFERENCE
Some examples using techniques described in the board.
COPY DIRECTION
What is Bevy Long Drink? Long story short… An easy drinking, hard citrus refresher inspired by a Finnish Cocktail. Bevy Long Drink. Refreshing from start to Finnish.
Optional Copy Directions
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End lines
Crisp with a kick.
Glacially cool.
Drink Häappy.
Grab a köol one.
Grab a löng one.
It’s time to go löng.
Bevy. A short name for a long drink.
Introducing Bevy Long Drink.
Born in Finland.
Remixed in America.
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Middle lines
A remix of citrus and juniper.
Blended to deliver a kick.
Citrus zest
with a juniper twist.
Mixed to deliver a kick.
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Miscellaneous descriptors
Bold. Unique. Refreshing.
A bold fusion of citrus and juniper.
A refreshing blend of citrus and juniper.
Refreshment Remixed.
The Rebirth of Fresh.
THANK YÖU!
We look forward to your feedback and further collaboration on this project.