Space were pitching to Heineken for Ale brand John Smith’s sponsorship of horse racing. The brand wanted to use its long standing involvement with the sport in a more effective way. My solution was simple: involve your loyal drinkers more in the sport they love by offering them a share in a real racehorse, called Smithy. I came up with the idea on reading the client's brief, which highlighted how much they wished to return to John Smith’s ‘No Nonsense’ positioning. Now, 10,000 people own a share in a No Nonsense racehorse and Agency Space are the proud winners of six awards.

Creative : Alexander Lieven

IPM Awards 2012  – Silver
John Smith’s – Smithy the Horse
IMC European Awards 2011 – Bronze
John Smith’s – Smithy the Horse
IPM Awards 2011 – Silver
John Smith’s – Smithy the Horse
IPM Awards 2011 – Gold
John Smith’s – Smithy the Horse
MAA World Wide 2011 – Globe Award
John Smith’s – Smithy the Horse
MAA Awards 2011 Best Creative Sales Promotion
John Smith’s – Smithy the Horse