Tanqueray ‘Resist Simple’

WIEDEN KENNEDY AMSTERDAM

The ‘Resist Simple’ movement begins with individual stories that embody the true complexity, richness, and fresh botanical layers of Tanqueray.

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, reflecting the essence of three very different stories. The campaign was shot over seven days between Prague and Los Angeles, with DP Paul Cameron helping to place viewers right in the midst of the action. In post, designers and visual effects artists beautifully crafted and enhanced Tanqueray’s core botanical ingredients as accents. Meanwhile, the iconic green bottle serves as an ever-present visual touchstone, often framing the action and acting as a portal through each story. Cullen and de Francisco led the Motion Theory team to utilize a wide variety of visual tools, including film, still photography, design, animation, visual effects, typography, and illustrations by renowned artist James Jean. Together, the three evocative spots embody the luxurious flavor and one-of-a-kind Tanqueray drinking experience with a bold new visual language.