UR SO SUMMER APPLE
Client - Vodka Cruiser Australia
Agency - VaynerMedia Australia
Group Creative Director - Yash Murthy
Strategist - Crystal Chen
Art Director - Kathleen Thomas
Copywriter - Asela Marcelline
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charli xcx defined culture in 2024, running the gamut of emotions from "do you have a key???" to "should i reach out to my ex-bestie???".
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we partnered with vodka cruiser to launch a
brat-themed summer apple flavour, that brought cruisergirls and partygirls together for an
australian brat summer, worked out on the premix by one club classic meeting another.
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born off the back of insights mined through cruiser's socials, we seeded the idea through a single image, that got some great reactions, and then, within 3 months we created the flavour, launching with targeted ooh and social that spoke to our audience through a brat lens.
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and people really did bump summer apple, leading to sold out stock, and high engagement across the board, with our guerilla activation even leading to a mini-vodka cruiser summer at laneway united by the simple line of ur so summer apple.
as a big believer in pitch theatre and committing to the bit, i dyed my hair green for the initial client preso.
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we were immediately approved.