Dean Boxall lends his passion to boxing boxes of new Brookvale Union Vodka Passionfruit in new campaign via Clemenger BBDO


Clemenger BBDO sought the help of Australia’s ‘most passionate swimming coach’ Dean Boxall to create a new campaign to launch Brookvale Union’s latest product Vodka Passionfruit.


Videos of Boxall went viral after the Tokyo Olympics, displaying his impassioned hip-thrusting, fist-pumping reaction to swimmer Ariarne Titmus winning Gold in 400-metre freestyle.

Continuing the brand’s ‘Quality Nonsense’ platform, Boxall is shown packing boxes of Brookvale Union Vodka Passionfruit with the passion he normally reserves for coaching Australian competitive swimmers.

The new campaign was produced by Clemenger Studios, Clemenger BBDO’s in-house production facility.

Says Lucy Pratt, senior brand manager and purveyor of quality nonsense, Brookvale Union: “Vodka Passionfruit joins Brookvale Union’s line up of epic tasting, ridiculously refreshing, full-flavoured Aussie classics. With Brookvale Union being all about Quality Nonsense, what better way to announce the launch of this new passion-filled liquid gold than with a barrage of hip-thrusting, fist-pumping, and whoop-whooping from arguably Australia’s most passionate individual? Dean was a great sport; we just hope he doesn’t sue us for losing his voice in the process.”

Says Ellie Dunn and Hugh O’Connor, senior creatives, Clemenger BBDO: “Dean’s passion for life made him the perfect partner for Brookvale Union. He’s an absolute delight and he really did put a lot of passion into boxing those boxes.”

The specially-boxed Dean Boxall boxes of Brookvale Union’s Vodka Passionfruit will be available in stores while stocks last. The campaign will appear across online video YouTube and BVOD and across Social Media.

Dean Boxall lends his passion to boxing boxes of new Brookvale Union Vodka Passionfruit in new campaign via Clemenger BBDO

Brookvale Union
Senior Brand Manager: Lucy Pratt
Brand Manager: Max Farrow

Clemenger BBDO
Chief Creative Officer: Jim Curtis
Senior Art Director: Hugh O’Connor
Senior Copywriter: Ellie Dunn
Managing Partner: Scott Balalas
Business Director: Kinsella Bruck & Ava Hawes
Business Manager: Elyse Paone
Account Executive: Golda Sanchez
Strategy Director: Leigh Arbon
Executive Producer: Karolina Bozajkovska
Senior Producer: Jo Howlett
National Traffic Manager: Karen Kushinsky

Clemenger Studios
Director: Tom Pollard
Producer: Jo Howlett
Editor: Andy Packer
Sound: Robbie Balatincz