John Smith's: Smithy the Horse
Agency name: SpaceClient name: Heineken UKCategory: Innovative Idea or Concept
BACKGROUND
John Smith's is the UK's leading ale brand and has a proud history of horse racing sponsorship that goes back over 50 years, including the John Smith's Grand National, which the brand had sponsored for the previous 4 years. Horse racing is a sport that connects with the target audience, greater than any other. For the past 3 years John Smith's had run a campaign called the People's Race, giving consumers the chance to race at Aintree racecourse on...