Digital Content Piece (1:15")
TVC (30")
THE PROJECT
This variant launch campaign was executed as video content, supported by a full social media and below the line rollout. The variant itself (Brutal Fruit Cranberry Rosé) was unique in its category with an 8% ABV (alcohol content).
THE PROBLEM
Brutal Fruit wanted to launch a new variant that was positioned as “PartySurance”– insurance for your party. The challenge lay in how to create a piece that not only hit the right notes in terms of being highly shareable, but also how the brand could make a broader statement about women’s standing in society.
THE SOLUTION
We created a piece of content that plays on a trending cultural phenomenon (“The Blesser”), positioning the product as the hero. Amassing +/- 1,5 million views at the time of writing, the content piece sparked laughs and conversation around the new variant across all platforms.
AGENCY CREDITS
Executive Creative Director - Marc Watson
Digital Creative Director - Tristan Vogt
Creative Group Heads - Danny Druion & Kyle Gregorowski
Concept & Strategy - Rob Jameson
Script - Danny Druion
Designers - Stuart Ponton, Lidia Marais & Stephen Kavayi
PRODUCTION CREDITS
Director - Amr Singh (The Fort)
Executive Producer - Shukri Toefy (The Fort)
Producer - Craig February (The Fort)
Director of Photography - Brendan Barnes (The Fort)
Editor - Tshepo Dladla (The Fort)
Sound Designer - Myles McDonald (Hey Papa Legend)
Colourist - Craig Simonetti (Pudding)
