WFA | Origin Growth
Growth Architects.
Leamington Spa London Klaipeda


Creation and launch of WFA's flagship marketing and awareness campaign


See how we created the strategy and delivery of the RMP at EU and national level.

The WFA, on behalf of the eight global leading alcohol producers (‘RMP members’), are launching the ‘Responsible Marketing Pact’, the first cross-sector alcohol advertising self-regulation program at EU level. The RMP members consist of ABInBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, SAB Miller and Pernod Ricard.

The WFA approached Origin to help them create the strategy and delivery of the RMP to a) Regulators and policy makers at EU level as well as national level and b) raise public awareness of the existence and content of the RMP. The RMP includes three action streams in one single holistic approach: ‘placement’, ‘appeal’ and ‘social media’. Several key stakeholder workshops were held to define what the messages were and understand the audience we were delivering them to. Persona modelling informed the UX piece, which framed the whole user experience on and offline.

Starting with the value proposition and development of a manifesto to guide a cohesive strategy moving forwards.

From here we created a new identity and delivered a suite of deliverables that included a set of brand guidelines, a new website, social channel branding and content, a promotional campaign and the piece de resistance the short film.

The narrator and the location were key to the success. We completed a recce on a number of different locations before finally settling on an abandoned airfield hangar. This not only provided us with space, but also the unique urban environment we were looking for.

Our narrator ensured the messages were delivered effectively, talking directly to camera in one seamless piece of dialogue. The viewer felt like the narrator was talking directly to them which was both engaging and informative. The short film has been incorporated both online, via social and on partners websites across Europe.

Responsible Marketing Pact

Brand id creation

RMP brand guidelines

RMP marketing campaign

RMP website

Video shoot - behind the scenes

Testimonial & performance

Soooo cool! I think it has a great impact. It looks great; it is creative enough to maintain it! Thanks again, I just love it!

Paola De La Baume - Public Affairs Manager

Unique views 3.8 million in first month
Increased awareness +259% website visits


For the full story on how we supported The World Federation of Advertisers, give us a call on 01926 422002, or drop us an email on [email protected] and we’ll send you the full case study.

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