Grill manufacturer Weber has launched a new pan-European campaign in collaboration with UncleGrey Denmark and Mediamonks.
UncleGrey Denmark and MediaMonks have created “BBQ Cultures”, an integrated campaign, for grill manufacturer Weber, which is a digital platform featuring a series of films and an interactive online experience.
BBQ Cultures celebrates the moments, dishes and local traditions that make up the cultures of barbecuing. The interactive experience is an amplification of the TVC that leads users through various barbecue stories across Europe. Each story features a number of interactions that give access to deeper layers of culinary content.
Tom Rijpert, MediaMonks Films director, says;
What’s interesting about the project is that the TVC and website were produced side by side. During the writing and shooting of the film, we made sure the footage would work for both the TVC and the more extensive story that drives the interactive experience.
Rijpert directed the 3-day TVC shoot alongside interactive director Jeroen van der Meer. Both the film and digital aspects of the campaign were produced by MediaMonks.
Stig Pederson, Director Marketing EMEA, Weber explains:
We’ve wanted to challenge ourselves to put digital at the core of our communication activities in order to provide a more engaging, emotional and educational experience. We aspired to create something truly innovative and once again raise the bar for what a BBQ company can accomplish in this space.
Lars Samuelsen, Chief Strategy Officer & Head of Digital, UncleGrey adds;
Our ambition has been to develop an immersive environment that combines a cinematic aesthetic with digital technology, to create an interactive and functional piece of brand storytelling. Working together with MediaMonks we were able to realise that.
The website enhances the TVC, bolstering each barbecue culture with facts, tips, and dishes specific to each of the five featured regions. By exploring the cultural diversity of barbecuing, Weber aims to educate food enthusiasts and grillers alike about the intricacies of the barbecue beyond the bread and butter of the basic burger. Visitors can learn about a range of local cooking techniques, from recipes of the shores of Sicily to the filleting techniques used in the Nordics.
The interactive experience is complemented with informative overlays that connect the user to additional video content that dives deeper into local barbecue cultures.