Clemenger BBDO Sydney
Tue, 07 Feb 2017 00:54:18 GMT
V Energy Australia has launched the fourth instalment of its highly successful 'The Massive Hit That Improves You A Bit' positioning, with a campaign via TKT Sydney, that promises to be bigger than Biggie, and doper than Drizzy.
Directed by Finch's Benji Wienstein, and shot on location in Miami, the new campaign is set against the backdrop of a $15m crib and comes complete with a polished hip-hop track, twerking back-up dancers, tricked out lowriders and a fierce entourage.
In the new spots, created by up-and-coming agency TKT Sydney, emerging megastar Lil Pup goes head to head with a V-drinking, better version of himself, Lil 'Big' Pup, in a rap-roasting of words and wit.
The campaign, which launched last night on TV, will also feature a full-length film clip which airs in-cinema, online, and across music video channels and will be supported by below the line activity.
This is the second brand campaign created for V Energy by TKT Sydney, Clemenger's new breed creative consultancy.
TKT Sydney creative directors Ben Clare and Brendan Willenberg said the strength of the work comes down to the simple, universal truth that when you have an energy drink, you become a marginally better version of yourself.
Says Clare: "Creating communication platforms is a tricky business. Creating ones that endure and are celebrated for their creativity and effectiveness is trickier still."
Says Karl Davies, head of energy, Frucor: "We're massively stoked with how 'Rapper' has turned out. The crew at TKT Sydney have once again successfully built on the huge success of our previous campaign. We have seen all our brand health metrics increase when our Massive Hit campaigns are running and we anticipate the new creative for 2017 to be the most successful yet."
Agency: TKT Sydney
Executive Creative Director: Paul Nagy
Creative Directors: Brendan Willenberg & Ben Clare
Senior Creatives: James Beswick & Ollie Beeston
Founding Director: Cate Stuart-Robertson
Senior Account Director: Hanne Haugen
Senior Account Manager: Marshall Campbell
Planning Director: Rob Dougan
Creative Agency Producer: Katrina Maw
Head of Craft: Daniel Mortensen
Public Relations Group Account Director: Phillipa Thomas
Media Partner: OMD
Marketing Director: Mark Wiedermann
Head of Energy: Karl Davies
Senior Marketing Manager: Craig Harkness
Marketing Manager: Lennart Sipsma
Assistant Brand Manager: Alana Lucci
Director: Benji Weinstein
Production Companies: Finch/Steam
Executive Producers: Corey Esse (Finch), Krista Marshall (Steam)
Producers: Karen Bryson (Finch), Andrew Graham (Steam)
Director of Photography: Brendan Steacy
Editor: Dave Whittaker (The Editors)
Post production: Finch
Original Music: Grayson Matthews ft. RMDY & Roshin
Senior Sound Engineer: Anthony Tiernan (Pitchfork)