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Truly Hard Seltzer Brings the Flavour in Colourful Campaign

Creative 1.2k Add to collection

The campaign is brought to life in TV, digital, out-of-home and through a new artist collaboration series, Truly Originals with Goodby Silverstein & Partners

Truly Hard Seltzer Brings the Flavour in Colourful Campaign

Truly Hard Seltzer, one of the leading hard seltzers, today announced the launch of its new brand campaign, Live Truly, that will deliver colour, life and energy to hard seltzer drinkers through TV, digital, out-of-home and more. The new campaign and Live Truly rallying cry call on drinkers to be their original and flavourful selves, never letting anyone stand in their way.

The four spots – Entrances, Day Party, Reflections & Late Night – were directed by Malia James, well-known for her work directing music videos for artists like Halsey and Rita Ora, and showcase the energetic, upbeat feelings that come with cracking open a can of Truly. The hero spot, Entrances, centres around making a statement wherever you go and is set to the track Final Form by Sampa the Great.

Live Truly is also coming to life through Truly Originals, an ongoing series artist collaborations that looks at the world through the eyes of artists and creators.

Truly partnered with Max Loffler, Nikoo Bafti, Armando Veve and Merijn Hos to create one-of-a-kind designs inspired by its newest hard seltzer flavours, Truly Lemonade. All four styles – Original Lemonade, Black Cherry Lemonade, Mango Lemonade and Strawberry Lemonade – are depicted through unique designs created by the artists. The designs will appear in digital content and limited release collectable items like T-shirts, prints and more, all available for purchase. 

All proceeds from items sold will benefit the Artist Relief Project, an initiative founded to provide financial relief to artists, musicians, and performers impacted by the COVID-19 crisis. Truly plans to continue the Truly Originals series with two additional collaborations later in 2020, and more to come in 2021.

Live Truly and Truly Originals underscore Truly's conviction that an inclusive world – full of all genders, races, beliefs and interests – is a better world. By partnering with artists, creators, musicians, designers and more, Truly aims to empower people to be truly themselves and bring originality, creativity and individuality into the world.

"With all of the work we're doing right now – from our recent Pride campaign to Truly Originals to our new creative – we're putting a stake in the ground to show what Truly stands for," said Lesya Lysyj, CMO of the Boston Beer Company.

Earlier this month, Truly launched Truly Proud, a content series for Pride that shines the spotlight on and gives a platform to Black LGBTQ+ voices by amplifying their stories across Truly's social channels to hundreds of thousands of their followers.


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Client

Co-Founder and Chairman: Jim Koch

President and CEO: Dave Burwick

Chief Marketing Officer: Lesya Lysyj

Senior Director of Communications: Robert Hall

Director of Marketing: Erica Taylor

Senior Manager Integrated Comms: Emma Mandler

Agency

Agency: Goodby Silverstein & Partners

Creative

Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Associate Creative Director: AJ Warren

Associate Creative Director: Matt McNulty

Associate Creative Director: Brett Beaty

Art Director: Shelby Lemons

Copywriter: Lucy Sandwick

Account Services

Account Director: Rachel Stermer

Account Manager: Kate Colantuono

Assistant Account Manager: Nolan Solis

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Brand Strategy Director: Stephanie Bousquet

Director of Communications Strategy: Caitlin Neelon

Brand Strategist: Ariel Berk

Production

Co-Director of Production: Leila Gage and Margaret Brett-Kearns

Executive Producer: Matt Flaker

Agency Producer: Kateri McLucas

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Chrissy Shearer

Production Company

Company Name: Strike Anywhere

Production Company City: Los Angeles/San Francisco

Director: Malia James

Director of Photography: Frank Mobilio

Managing Director/Executive Producer: Victoria Guenier

Line Producer: Tom Birmingham

Editorial Company

Company Name: Cut + Run

Editing Company City: Los Angeles

Editor: Sean Fazende

Assistant Editor: Beth Cohon

Executive Producer: Deanne Mehling

Producer: Brian Mulvey

Producer: Cassandra Guardado

Telecine Company

Company Name: Ethos Studio

Telecine Company City: Los Angeles

Colorist: Kaitlyn Battistelli

Head of Production: Brittany Carson

Executive Producer: James Drew

Audio and Sound Design Company

Company name: Lime Studios

Sound Design Company City: Los Angeles

Sound Designer/Mixer: Matt Miller

Assistant Mixer: Ian Connie

Senior Producer: Kayla Phungglan

Executive Producer: Susie Boyajan

Entrances : 30 Music – “Final Form”

Music: Sampa the Great

Day Party : 15 Music – “Happy Days”

Music Supervision: Good Ear Music Supervision

Music Supervisor: Morgan Thoryk

Music Cover Artist: Tess Henley

Original Artist: “Happy Days” is a song written by Norman Gimbel and Charles Fox. It is the theme song of the 1970s television series Happy Days. It can be heard during the TV show’s opening and closing credits as it runs in perpetual rerun syndication.The song was first recorded in 1974 by Jim Haas.

VFX/Finishing

Company name: MPC

VFX Company City: Los Angeles, CA

Executive Producer, Finishing: Karena Ajamian

Senior VFX Producer: Nicole Saccardi

Associate Producer: Justin Rogers C De Baca

Creative Director: Claus Hansen

2D Artists: Sean Anderson, Young Mok, Luis Artigas, Manideep Sanisetty, Anupam Kumar, Jay Harshad Joshi, Joshi John, Amit Kumar Shukla, Gokulakrishnan M G, Mahendranatha Reddy

After Effects Designers: Anthony Ricciardi, Yosh Bolivar

VFX Lead Flame Artists: Cynthia Lee, Patrick Ferguson, Andre Arevalo

Genres: People

Categories: Alcopops, Alcoholic Beverages

Goodby Silverstein & Partners, Wed, 15 Jul 2020 11:10:43 GMT