vodka cruiser

​HOUSEKEEPING: I'm in the process of updating the media player - so keep an eye out for the music symbol at the bottom of some assets. Onto the work! 

 

in the throes of brat summer, vodka cruiser leaned in hard. we pitched a brat coded flavour and carlton united breweries stepped up and brat-greenlit it.
 

the creative approach was simple - but it was only ever going to work if we stayed ruthlessly true to it. the client commited to this ethos; no creative dillution, no frankensteining of ideas. just brat.  

 

navigating very strict legal guardrails (we were not able to associate with charlie xcx) we found the line and doubled down, tapping into the spirit of brat without ever mentioning it.
 

our kpi was to sell out completely or it would be considered a failed effort, so we pushed cub to go outside of their comfort zone and hijack laneway festival - where charlie was playing exclusive shows. the festival (and melbourne at large) was a sea of summer apple green by the time we were through, bolstering a massive awareness push in ooh and engagement driving creative via SOC (socials).

​

we sold out in record time and another run was ordered almost immediately. 

 

so brat, cub.