W Seltzer
It's Summer Somewhere
Live-action and animation, blended for internal comms
– Campaign Concept
– Ad Copywriting
– Creative Direction
– Shoot Direction
– OOH Design
The Opportunity
Seltzer sales dipped every winter, in a category where shelf space is hard-won. Instead of accepting it, I wanted to challenge the seasonal drop-off head-on.
The Approach
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Found the insight — identified a seasonal sales lull as a creative problem worth solving, not just accepting
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Wrote and directed — developed the concept and copy, then produced and directed the three shoots
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Walked the line with alcohol advertising guidelines — we knew this creative would be pushing it with ABAC, so we worked with them rather than against them to get the content over the line
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Designed as a multi-channel campaign — TVC style, social edits and OOH
The Result
Budget was pulled following a lockdown before this could run as paid media. The creative never got its full moment, but followers loved them organically on socials as much as we did
Over coffee, I'd tell you...
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These are the original edits, we had so much fun creating them this way, but we did eventually dial them down to meet alcohol advertising regulations. I actually prefer "It's summer somewhere" for the films, but it fell a touch short for me on the billboards.
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We achieved the transition from sad to sunshine entirely through colour grading.
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We had no casting budget for this and initially I didn't think it would ever eventuate. When I shared the idea with the DOP/editor, he wanted to make it so much he persuaded his friends to be the faces of the campaign.
