|Product / Service||BEVERAGES|
|Category||A03. Online: Fiction|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Idea Creation||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Idea Creation 2||TKT SYDNEY, AUSTRALIA|
|Media Placement||OMD SYDNEY, AUSTRALIA|
|Production||CLEMENGER BBDO MELBOURNE, AUSTRALIA|
|Production 2||FINCH Sydney, AUSTRALIA|
|Production 3||THE EDITORS Sydney, AUSTRALIA|
|James Beswick||TKT Sydney||Senior Copywriter/Creative Lead|
|Oliver Beeston||TKT Sydney||Senior Art Director/Creative Lead|
|Brendan Willenberg||TKT Sydney||Creative Director|
|Ben Clare||TKT Sydney||Creative Director|
|Katrina Maw||TKT Sydney||Agency Producer|
|Hanne Haugen||TKT Sydney||Senior Account Director|
|Cate Stuart-Robertson||TKT Sydney||Agency Founder|
|Paul Nagy||TKT Sydney/Clemenger BBDO||Executive Creative Director|
|Marshall Campbell||TKT Sydney||Senior Account Manager|
|Rob Dougan||TKT Sydney||Planning Director|
|Daniel Mortensen||TKT Sydney||Head of Craft|
|Phillipa Thomas||TKT Sydney||Public Relations Group Account Director|
|Mark Wiedermann||Frucor||Marketing Director|
|Karl Davies||Frucor||Head of Energy|
|Craig Harkness||Frucor||Senior Marketing Manager|
|Lennart Sipsma||Frucor||Marketing Manager|
|Alana Lucci||Frucor||Assistant Brand Manager|
|Brendan Steacy||Steam||Director of Photography|
|Dave Whittaker||The Editors||Editor|
|RMDY & Roshin||Grayson Matthews||Rapper|
|Anthony Tiernan||Pitchfork||Senior Sound Engineer|
|Corey Esse||Finch||Executive Producer|
|Krista Marshall||Steam||Executive Producer|
We focused on an culture of one-upmanship – hip hop, creating a rapper called Lil Pup and introducing him to his V-drinking doppelgänger, Lil Big Pup, letting their tensions play out within a rap battle music video.
A full-length music video that takes the form of a rap battle between Lil Pup and a V-drinking (and therefore bit better) version of himself, Lil Big Pup. Lil Pup vs Lil Big Pup was ON! A driving bass beat and infectious hook set the stage. Then it was over to the hip hop star with the witty lyrics. Lil Pup against the slightly wittier lyrics Lil Big Pup. The verses touched upon all the fundamental values hip hop holds dear – like fashion sense, diet, amount of Grammys won, number of tigers owned, how many Instagram followers they have, and the gregariousness of the private jets they bought their mothers. The high-end music video style spot ran in cinema, online and on music television channels for 2 months.
7,800,000 + people reached. 34,700,000 + impressions.
As an authentic hip hop music video complete with infectious track and witty lyrics, that ran in its natural environments of MTV and other music channels, the piece also just happened to be branded. Putting entertainment first, whilst demonstrating the product benefit throughout.
Using a truly modern character and channel, to demonstrate the products benefit of marginal improvement.