LICENSE AN ICON THROUGH AN ESTATE
Paying homage to icons from the past can add historical and cultural relevance to a campaign.
Working with stars who are sadly no longer with us of course requires a completely different approach to how agencies would typically work with living talent. Born Licensing has a lot of experience of working with the estates of personalities and icons from the past to celebrate their stories in advertising campaigns.
CONSIDERATIONS:
When working with the estates of figures who are no longer with us being respectful is the first and foremost most important factor.
Often estates are managed by family members which means there are of course added sensitivities that must be respected.
Using historical photographs or documents related to that figure may require additional clearances plus there might be added complexities in getting high res copies suitable for use in campaigns.
CASE STUDY #1:
Boost x Bruce Lee
Bruce Lee’s likeness was used in an advertising campaign for UK energy provider, Boost. Boost were looking for an effective way of highlighting their flexibility as well as showing how pre-pay customers can have more control and a better experience. To convey this messaging Boosts’ creative agency Snap LDN came up with an initial idea to produce a script featuring a character inspired by and paying homage to the martial arts legend Bruce Lee. Born Licensing were brought in at an early stage to explore the feasibility of using this iconic figure in Boost’s advertising campaign.
We worked closely with Shannon Lee, Bruce Lee’s daughter, to ensure she was happy with how Bruce Lee’s likeness was being used. Throughout the production of the campaign, Born Licensing’s primary focus was on ensuring all parties’ objectives could be met while honouring the legacy of Bruce Lee.
CASE STUDY #2:
Ford x Aloha Wanderwell
One hundred years ago, a little-known but now iconic adventure pioneer broke the mould to redefine what was possible for explorers. Between 1922 and 1927, Aloha Wanderwell became the first woman to drive around the world on a journey that took her through 43 countries. Partially sponsored by Ford Motor Company, she set the record in a Ford Model T – the car that put the world on wheels. Now, as Ford accelerates in its mission to lead the electric vehicle revolution, the company has joined forces with adventure influencer Lexie Alford – known to many as Lexie Limitless – to continue Wanderwell’s legacy of redefining exploration with an ambitious round-the-world journey in the new electric Ford Explorer. Beginning later this year (2023) the expedition will take Lexie all over the globe; embracing challenges, meeting people from many cultures, and visiting places of outstanding beauty, all supported by the zero-tailpipe emission Ford Explorer.
Born Licensing’s main role was to ensure the estate were fully comfortable with how Aloha Wanderwell’s story was shared in this inspiring campaign. We worked closely with the estate sharing all campaign material to ensure they were kept in the loop and were happy with the final result. Born Licensing managed all aspects of communication between the estate, Ford, and AMV BBDO.