to read our 'We don't do dumb' book - DHM London

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1st BIRThDAY - 12-11-11 Adnams Copper House Distillery wanted to use its first birthday as a good moment to remind people of its spirits range. A series of offers had been thought up – it just needed an iconic idea to hold them all together. Sales of spirits increased 900% that birthday weekend.
We felt the idea of a range of beers from Britain’s Brewery of the Year would be differentiating in store, so we used the packaging like a billboard.
Page 1 and 2: We don’t do dumb.
Page 3 and 4: We don’t do dumb. We think people
Page 5 and 6: ASSETS BRITAIN CONVERSATIONS DEVELO
Page 7 and 8: In 2008 Smooth Radio was a national
Page 9: Smooth Radio TV. 40” - “Sleevef
Page 15 and 16: BRITAIN
Page 17 and 18: Translation: If you’d like a lot
Page 19 and 20: Rightmove TV. 60” - “One Nation
Page 21 and 22: CONVERSATIONS
Page 23: This is how we put the new Adnams i
Page 33 and 34: Why join our little wine club? (Apa
Page 35: As you’d expect from the UK’s l
Page 39 and 40: “ We’ve got a ‘use or lose’
Page 42 and 43: The result: 70% of the target said
Page 44 and 45: “Our awareness is lower than our
Page 46 and 47: STEP 2: Build Facebook page to let
Page 48 and 49: STEP 4: Tell journalists. (Via the
Page 50 and 51: STEP 6: Tell the trade.
Page 52 and 53: GOOGLE
Page 54 and 55: FIRST we hid gifts behind a range o
Page 56 and 57: NExT we let people know about it an
Page 58 and 59: FINALLY, we filmed London’s media
Page 61 and 62: A book to inform businesses that Go
Page 63 and 64: hIP
Page 65 and 66: By avoiding ‘we’re great’ che
Page 69: howies Cinema. 60” - “Surfer”
Page 76 and 77: ICONS
Page 78 and 79:
JUMP!
Page 80 and 81:
In order to make the crossing, Appl
Page 82:
Whether you are talking to them or
Page 86:
The planners came up with a great i
Page 90 and 91:
LUXURY
Page 92 and 93:
Don’t spread your bets, put your
Page 94 and 95:
Avoid the language and behaviour of
Page 96 and 97:
‘Wasted’ space sends out a clea
Page 98 and 99:
Show your audience you know who the
Page 100 and 101:
MYERS BRIGGS
Page 102 and 103:
If your answer was along the lines
Page 104 and 105:
It’s estimated that twenty-six ne
Page 106 and 107:
The answer to most global communica
Page 108 and 109:
We could have just printed “Penha
Page 110 and 111:
A mistletoe substitute for Christma
Page 112 and 113:
Before anything’s communicated an
Page 114 and 115:
Once the Organising Idea has been a
Page 116:
Vertu had established a strong repu
Page 123 and 124:
QUESTION
Page 125:
The message
Page 128 and 129:
The result
Page 130 and 131:
RESONANCE
Page 132 and 133:
The Regular Guy The Innocent The Je
Page 134:
If you have a very limited budget,
Page 137:
Ginger Joe TV. 10” - “Clippings
Page 140:
“Fuel for ideas” Its reputation
Page 145 and 146:
UNPAID
Page 147 and 148:
Tim Delaney. 1987 Tim Delaney. 1989
Page 149:
Luerzers 60” film - ‘Glazer’
Page 158:
We heard that there had been letter
Page 163 and 164:
VERSUS
Page 165 and 166:
WhISKY
Page 173 and 174:
XENOPhOBIC?
Page 175 and 176:
First we needed to put our case:
Page 181 and 182:
YEOVIL
Page 183 and 184:
please drink responsibly. Come on G
Page 185 and 186:
please drink responsibly. Come on R
Page 187 and 188:
‘ZIDER’
Page 192 and 193:
THE END. You’re very diligent, th
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