The Work 2023 Contenders: AnalogFolk Australia
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
The Kraken Rum: The Kraken’s Non Fungible Treasures
To bring new drinkers onboard with The Kraken Premix, we needed to beat the bigger budgets of Jack Daniels, Canadian Club and Bundaberg Rum and make a splash. The Kraken crowd is pretty alternative, they’re in the know about the newest trends, but are sceptical about the hype around them. They’re more about living IRL than buying NFTs. So we set out to show that The Kraken Premix is best enjoyed in the real world, creating The Kraken’s Non-Fungible Treasures, an NFT collection designed with a deliciously devious decision; Mint an NFT or claim a real case of The Kraken Premix for free? Our joke reeled in NFTs fans, but ultimately fans chose something real- after all, you can’t right-click-save-it, but you can savour it.
The Kraken Black Mojito: Pîcnic en Black
To launch The Kraken Black Mojito, we turned the all-white influencer event Dîner en Blanc, completely black. Every year it hits Sydney’s shores for a night as bland as its colour scheme, it’s a cringefest and The Kraken crowd knew it. So we created the Pîcnic en Black party kit, and used our own more alternative influencers to hijack the #DinerenBlanc hashtag, turning it black with a sea of reels, stories and posts of a more fiercely refreshing time.
1800 tequila is a traditional brand with a fresh ambition- to change people’s outdated view of tequila and get people sipping rather than shotting. Luckily, we have an audience that isn’t about tradition. So to show them just how versatile tequila can be, we shook up some other ones, showing them new ways to redefine old things. A year-long platform put a new twist on everything from culture to cocktails, redefining 1800 tequila’s image, and serving some sipping inspo too.
The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email email@example.com.