| LIA Awards 2017 | ||
|---|---|---|
| Design | Direct Marketing - Business-to-business | Bronze Winner |
Entrant: Studio Riebenbauer, Vienna
Brand: Buchberger Gmbh & Co Kg
Corporate Name of Client: Buchberger GmbH & Co KG
Head of Client Services: Robert Buchberger
Client Marketing Director: Robert Buchberger
Marketing Company: Studio Riebenbauer, Vienna
Agency Account Supervisor: Manuela Graf
Business Director: Franz Riebenbauer
Client Service: Manuela Graf
Agency: Studio Riebenbauer, Vienna
Global Chief Creative Officer: Franz Riebenbauer
Creative Directors: Franz Riebenbauer/Christoph Himmel
Creative: Denise Schindele
Copywriters: Denise Schindele/Brini Fetz
Senior Art Directors: Almut Becvar/Patrick Tafner
Art Director: Brini Fetz
Design: Brini Fetz/Denise Schindele
Concept: Franz Riebenbauer/Christoph Himmel/Almut Becvar
Design Company: Studio Riebenbauer, Vienna
Design Director: Franz Riebenbauer
Designer: Brini Fetz
DOP: Patrick Tafner
Photographer: Ingo Pertramer
Programming: Oliver Spies
Sound Design: Denise Schindele
Audio-Mastering: Raffael Gruber
Synopsis:
Ever since its establishment in 1946, the family-run butchery Buchberger is passionately dedicated to the butcher’s craft. Only cattle from small, regional farms in the Naturpark Pöllauer Tal and the surrounding areas are slaughtered.
Robert Buchberger is a butcher that has inherited a third-generation family business in Styria, Austria. In order to communicate Buchberger’s philosophy – the handling of high-quality meats under ethical conditions – and to reach Austria’s Top Chefs, we needed a unique approach to direct mailing, outside of standard solutions.
We created the Vinyl Record »Wurst« as an Ode to a butcher’s craft and the art of making sausage. At the beginning of every sausage there is life. And death. This gave birth to the idea of a musical five-act play. The classical drama, as the most direct and genuine form of artistic expression, serves as a stage for the work. This was translated in the form of a Vinyl Record, to be sent as direct mail. Only original recordings of Buchberger’s farm, employees and butchers were used in each composition.
The Vinyl Record »Wurst« (Sausage) was sent as a direct mailing to renowned top chefs and food industry tastemakers. In addition, an event with a Styrian top chef and a famous DJ was organized. There, the theme Sausage was approached in a culinary and acoustic way.
The record was complemented with an individual letter and an extensive booklet with matching photographs to each Act of the music pieces, and it was sent to the most famous chefs in Austria. Additionally, the chefs could experience the work in digital form on an interactive microsite specially built for the record.
Through this action, Buchberger became the supplier of »47 degrees styrian cuisine« – an association of the six Styrian Michelin Chefs – and was able to get in touch with new potential clients (some of the most famous Austrian chefs).