Sub Zero - Thanks For Zero

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

Our challenge was to sell a ‘good time’ to Gen Z, in a time where many Gen Z feel like they aren’t having a ‘good time’ (thanks to the choices made by previous generations). There were two key truths that led the work:

1. Gen Z gets especially frustrated when people — and brands — pretend everything is all roses. They reject ‘business as usual’ in unusual times - and no one pretends like nothing's changed like the wealthy. 

2. Despite the short straws they’ve been dealt, Gen Z remain defiant and optimistic.

So we threw them a house party at a mansion that embodied intergenerational wealth and handed over our out-of-home assets to our target demo to freely speak their mind; to say ‘Thanks for Zero’ with a literal middle finger to previous generations. In doing so, we tapped into something real that’s on everyone's minds but goes unsaid in the RTD space.

Overall, it was nice to bring some good old-fashioned hedonism back to booze ads.

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Special mention: our work with creator partners in the music scene produced some pretty special work - well beyond that of your usual 'influencer' type stuff - it did such a lovely job of extending out the campaign.

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