Vodka Cruiser asks Sydneysiders to embrace their inner superstars, via Glue Society and Clemenger BBDO
Vodka Cruiser has tapped unsuspecting Sydneysiders — and their live performance skills — as the stars of its new campaign, via Clemenger BBDO and Glue Society.
Representative of the alcohol line’s brand platform, ‘Bold Choice’, and actioned through a Glue Society collaboration, the campaign sees Sydney locals asked if they want to feature in a Vodka Cruiser ad.
Those who said went on to fill the lead role in “a spontaneous on-the-spot performance” at the Enmore Theatre in Newtown that saw them move and groove alongside a group of dancers in one of three “Cruiser Worlds” – sets that were inspired by Cruiser flavours.
The campaign’s choreography was developed to match a custom track from musician Candy Moore.
“We are beyond excited to launch our new brand platform Bold Choice, brought to life through this social experiment, designed to test even the most confident ‘yes-person’,” said Monique Di Gregorio, marketing manager at Vodka Cruiser.
“Being bold to us means celebrating bold acts and spontaneity, living for yourself unapologetically, being self-aware, and drawing people in for the better!
“With summer in full swing across the country we’re calling on Aussies to be adventurous and fearless, and we hope the social videos inspire more people to live their best life and say yes to the unexpected!”
Zoe Perrin, Clemenger BBDO’s senior art director, praised the talent that went into the project, saying: “There’s nothing quite like letting talented craftspeople flex their skills at scale.
“The A-team of crazy creatives that Glue Society assembled for this was next-level and their craftsmanship has shone through in this bold world we’ve created for those brave enough to enter it.”
With the performances being captured on camera, the actions performed (regardless of whether or not they were awkward or bold) went on to serve as branded content and finalised advertisements for Vodka Cruiser.
Clemenger’s chief creative officer, Adrián Flores, shared his thoughts on the material, while highlighting the capabilities of Chemistry Set – the agency’s in-house studio that worked on the campaign.
“It’s not often that the six-second spots are my favourite part of a campaign. Don’t quote me on that though,” Flores commented.
“But beyond being a bit bonkers and incredibly difficult to pull off, this project is a great example of how our in-house studio Chemistry Set helps amplify our creatives’ vision by weaving relevant talent into the story and using their platforms to fuel further conversation. Plus it’s just fun.”
“Innovative ideas require a series of bold yes’,” added Riana McKenzie, senior creative at Clemenger BBDO.
“From our leaders who backed this idea to our brave clients who bought it; the brilliant collaborators at Glue who helped bring it to life and our wonderful street-cast stars who stepped up…I think we all deserve a Vodka Cruiser.”
The campaign is running in market via out-of-home (OOH), social, cinema and online video channels. Addition content, such as behind the scenes insights, are expected to be available on social and YouTube.
CREDITS
Client – Carlton & United Breweries
Head of RTDs and Cider – Sarah Wilcox
Marketing Manager, Vodka Cruiser – Monique Di Gregorio
Brand Manager – Angelique Kyritsis
Creative Agency – Clemenger BBDO
Chief Creative Officer – Adrián Flores
Executive Creative Director – Richard Williams
Creative Director – Brodie King
Senior Art Director – Zoe Perrin
Senior Copywriter – Riana Mckenzie
Designer – Sebastian Sarria
Chief Strategy & Experience Officer – Simon Wassef
Head of Strategy – Brooke Thompson
Strategy Partner – Brigitte Bayard
Managing Partner – Jason Melhuish
Group Business Director – Sam Siddons
Business Director – Lauren Mayne
Business Manager – Mack Horton
Executive Producer – Ainslee Littlemore
Editor – Jennifer Cahir
Social, PR & Influence Studio – Chemistry Set
Head of Cultural Design – Rhian Mason
Social Media and Content Director – Elly Brand
Production Company – Revolver
Directing Collective – Glue Society
Directors – Millicent Malcolm & Jonathan Kneebone
Managing Director/Co-Owner – Michael Ritchie
EP/Partner – Pip Smart
Executive Producer – Jasmin Helliar
Producer – Lib Kelly
DOP – Sherwin Akbarzadeh
Production Designer – Al Joel
Art Director – Emily Borghi
Choreographer – Maya Sheridan
Costume Designer – Matt Stegh
Post Production – Glue Society Studios
Editor – Luke Crethar
Colourist – Scott Maclean
Online – Scott Stirling
Media Agency – PHD & 1House
PHD
Group Planning Director – Elizabeth O’Dowd
Planning Director – Shahrzad Eftekhar
Investment Director – Ryan Wahl
Account Executive – Priya Rao
Digital Director – Carrie Nguyen
Digital Manager – Spencer Moore
1House
Social Planner – Zoe Moorhead
Social Specialist – Anna De Sousa
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say