Tanqueray ‘Resist Simple'
Wieden + Kennedy Amsterdam
By Vanita Harvison | February 02, 2011
See the skull in motion at NewTek TV - 1920x1080.mov
The ‘Resist Simple' movement begins with individual stories that embody the true complexity, richness, and fresh botanical layers of Tanqueray. To launch Tanqueray's ‘Resist Simple' campaign, Motion Theory partnered with W+K Amsterdam to create complex, multi-layered visual journeys that mirror the gin-making process and the drinking experience it provides. Capturing three slice-of-life stories in "Paris," "Backstage" and "3 Glasses," Motion Theory directors Mathew Cullen and Jesus de Francisco used different live-action approaches and techniques for each spot, including LightWave 3D to create the skull, reflecting the essence of three very different stories.