V RAPPER

TitleV RAPPER
ClientFRUCOR
Product / ServiceBEVERAGES
CategoryA03. Online: Fiction
EntrantCLEMENGER 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

The Campaign

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.

Creative Execution

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.

Credits

Name Company Position
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
Benji Weinstein Finch Director
Andrew Graham Steam Producer
Brendan Steacy Steam Director of Photography
Dave Whittaker The Editors Editor
RMDY & Roshin Grayson Matthews Rapper
Anthony Tiernan Pitchfork Senior Sound Engineer
Karen Bryson Finch Producer
Corey Esse Finch Executive Producer
Krista Marshall Steam Executive Producer
Links
Video URL