The John Smith’s Commemorative Plate, produced by TBWA\London in association with the wedding of Prince William and Kate Middleton in 2011, has won a Yellow Pencil at the D&AD Awards in the Poster Advertising/Free Format category. Limited edition six inch paper plates were produced with the words “Ta for the extra day off” printed on them, in between two raised thumbs with crowns drawn on them. The plates were distributed to leading John Smith’s-supplied clubs and bars in the brand’s Yorkshire heartland, where punters received a free plate when they bought a pint of John Smith’s.
Karen Crowley, senior brand manager at John Smith’s, said at the time of release, “We know how much Brits love a lavish bone china commemorative plate at special times like this, so we thought we’d give John Smith’s drinkers a special No Nonsense souvenir plate. The design celebrates the marriage of Prince William to Kate Middleton, whose family, like John Smith’s, has strong Yorkshire roots, while giving a massive thumbs-up to the extra day off work that the nation is being given.”
The John Smith’s Commemorative Plate includes a message relating to responsible drinking, unlike the plate released by KK Outlet in honour of the Royal Wedding, with the line, “Thanks for the Free Day Off” and a reference to William and Kate’s four day bender.