ADVERTISING

White Claw

Always RE

Agency: VCCP

Description

Description: White Claw® Hard Seltzer’s latest campaign promotes the launch of their newest product, White Claw® Hard Seltzer REFRSHR™ Lemonade. The campaign celebrates innovation and reinvention, introducing a new look and feel for White Claw, including new packaging and design.

The 30 second spot kicks off a larger campaign showcasing three innovators at work on their craft, each handpicked to demonstrate the way they reinvent, recreate and reimagine music, fashion and sport, channeling White Claw’s own reinvention of the classic lemonade beverage. The spot offers a streetwear-inspired aesthetic in black and white overlaid by yellow graphics, reflecting the packing design to a tee.

Concept: White Claw is on a mission to reinvent classic categories with the introduction of REFRSHR™ Lemonade - a refreshing balance of authentic flavors with unique hints of fruit. We’re pushing the boundaries of hard seltzer for a new way to enjoy the classic lemonade beverage.

Problem: Since launching 5 years ago, White Claw has experienced monumental growth and established itself as the true category leader. But, with a flood of competitors in the category, White Claw has started expanding its portfolio into bold, unique flavors and fresh takes on classics. White Claw is on a mission to reinvent classic categories with REFRSHR, create products that can be enjoyed by diverse audiences, and bring more people into our relentless pursuit of better.

Result: A creative, 30-second spot as part of a larger campaign to debut a new look and feel for White Claw. The spot showcases three innovators at work on their craft, showcasing their creativity and unique approaches to their art. The creators were each handpicked to demonstrate the way they reinvent, recreate and reimagine music, fashion and sport, channeling White Claw’s own reinvention of the classic beverage. The spot is set to Curtis Waters’, “Stunnin’,” with a streetwear-inspired aesthetic in black and white overlayed by yellow graphics, reflecting the packaging design to a tee.

This professional campaign titled 'Always RE' was published in United States in June, 2022. It was created for the brand: White Claw, by ad agency: VCCP. This Content and Digital media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 2 months ago.

Credits

WHITE CLAW

VICE PRESIDENT, GLOBAL BRAND DIRECTOR: GISELA RULE
CHIEF MARKETING OFFICER: JOHN SHEA
HEAD OF GLOBAL BRAND COMMUNICATIONS: FLORIAN GNIECH
DIRECTOR OF SOCIAL MEDIA & PR: MAYA MCDONALD
BRAND MANAGER: MEGAN WALKER


CREATIVE AGENCY

ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: RAY DEL SAVIO
CREATIVE DIRECTOR: ADOLFO ALCALA
SENIOR ART DIRECTOR: BRITTANI KELZENBERG
SENIOR COPYWRITER: SARAH SUTTON
RETAIL DESIGN DIRECTOR: PHIL TEE
GLOBAL CLIENT LEAD: PHILIP HIGHAM
GROUP ACCOUNT DIRECTOR: JORDAN WOOD
ACCOUNT DIRECTOR: NOELLE MULHOLLAND
ACCOUNT MANAGER: EMILY INZERO
CHIEF STRATEGY OFFICER: JONNY SHAW
STRATEGISTS: LUKE ALEXANDER-GROSE & MUENFUA LEWIS
HEAD OF PRODUCTION: MATT NOWAK
CREATIVE PRODUCER: MOLLY ROSS


PRODUCTION -

PRODUCTION HOUSE: BRAND NEW SCHOOL
DIRECTORS/ CDS: DANIEL URIBE, SCOTT UYESHIMA
ART DIRECTOR: SEBASTIEN CAMDEN
DESIGNERS: JUSTIN HARDER, KLOPAS OEI, NEIL JACKSON, FEDERICO REANO, YOON LEE
ANIMATORS: ABI FAIRFAX, CHARLES DESMARAIS, ERIC SCHNELL, FELIX HEMSTADIUS, JAMES VOGEL, PETER
KEARNEY, SEBASTIEN CAMDEN, SARAH SHAE WERBER, SEONG YEOP SIM, CAMERON REYES
2D LEADS: GERALD MARK SOTO, MATT YEOMANS
STORYBOARDS: WILL ROSADO
CG/ VFX SUPERVISORS: BILLY MALONEY, BLAKE HUBER
3D ARTISTS: NEIL JACKSON, PETER KEARNEY
COMPOSITOR: ALEXIS JO
EDITORS: ANDREW POLICH, ERIC GREENBURG
ASSISTANT EDITORS: JUSTIN CHILDRESS, LUKE BUCKLEY
LIGHTER: ANDY KIM
COLORIST: ASA FOX
AUDIO MIXER: HEARD CITY
CCO: JONATHAN NOTARO
MANAGING PARTNER: DEVIN BROOK
EXECUTIVE PRODUCER: GARRETT BRAREN
HEAD OF PRODUCTION: TITA POE
PRODUCERS: CHRIS TUASON, KURT KIM, THERESA LEE
PRODUCTION COORDINATOR: SAM BROCKSCHMIDT

LIVE ACTION TEAM
LINE PRODUCER: ROBIN SPEARS
DOP: LIDIA NIKONOVA
1ST AD: NIKO PHILIPIDES
PRODUCTION DESIGNER: CHRIS BELTRAN
WARDROBE STYLIST: BIC OWEN
HMU STYLIST: Z'DRA JAYE

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