Here’s an idea for a Vodka Cruiser campaign with huge potential for top spot trending. Assemble a live camera crew, hand-craft eighteen costumes, build three intricate sets, compose a suite of custom tracks with a viral TikTok DJ and spend weeks choreographing three elaborate dances. Then throw random people from the street into the mix – without any prep.
That’s what Clemenger BBDO and Glue Society did. The entire spectacle was captured like a live performance. Whatever happened on that stage (good, bad, or awkward) became Vodka Cruiser’s final ads and branded content. The result is a two-and-a-half minute explosion of surprise, colour and joyfulness – with a vast collection of tantalising cutdowns to instil the idea that Vodka Cruise is the cool, party drink for the bold.
The new campaign introduces Vodka Cruiser’s brand platform, Bold Choice.
Sydney locals were asked to be in the ad by hosts including TikTok sensation, Maddy Macrae, while walking down the street on a typical weekday. An entire cast and crew then waited for them inside the Enmore Theatre, ready for the participants to say ‘yes’ to leading a spontaneous on-the-spot performance.
Glue Society and Clemenger created three unique Cruiser Worlds, designed to throw even the most confident ‘yes-person’ off guard. Each world, inspired by a Vodka Cruiser flavour, featured extravagant, elaborate costumes, and a choreographed Vodka Cruiser dance number to its own music track by viral musician, @CandyMoore.
Vodka Cruiser marketing manager, Monique Di Gregorio, stated, “We are beyond excited to launch our new brand platform Bold Choice, brought to life through this social experiment, designed to test even the most confident ‘yes-person’.
Being bold to us means celebrating bold acts and spontaneity, living for yourself unapologetically, being self-aware, and drawing people in for the better. With summer in full swing across the country we’re calling on Aussies to be adventurous and fearless, and we hope the social videos inspire more people to live their best life and say yes to the unexpected.”
“There’s nothing quite like letting talented craftspeople flex their skills at scale,” added Clemenger senior art director, Zoe Perrin. “The A-team of crazy creatives that Glue Society assembled for this was next-level and their craftsmanship has shone through in this bold world we’ve created for those brave enough to enter it”.
Clemenger chief creative officer, Adrián Flores,commented, “It’s not often that the 6 second spots are my favourite part of a campaign. Don’t quote me on that though. But beyond being a bit bonkers and incredibly difficult to pull off, this project is a great example of how our in-house studio, Chemistry Set, helps amplify our creatives’ vision by weaving relevant talent into the story and using their platforms to fuel further conversation. Plus it’s just fun.”
An idea with an element of uncertainty might seem impossible to sell in, but Clemenger senior creative, Riana McKenzie noted that’s exactly when you know you’re onto something great. “Innovative ideas require a series of bold yes’. From our leaders who backed this idea to our brave clients who bought it; the brilliant collaborators at Glue who helped bring it to life and our wonderful street-cast stars who stepped up…I think we all deserve a Vodka Cruiser.”
The final campaign is live across cinema, social, online video, and OOH. The full story, along with more BTS and further content will be promoted on YouTube and social.
Credits:
Client: Carlton & United Breweries
Head of RTDs & Cider: Sarah Wilcox
Marketing Manager, Vodka Cruiser: Monique Di Gregorio
Brand Manager: Angelique Kyritsis
Creative Agency: Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Richard Williams
Creative Director: Brodie King
Senior Art Director: Zoe Perrin
Senior Copywriter: Riana McKenzie
Designer: Sebastian Sarria
Chief Strategy & Experience Officer: Simon Wassef
Head of Strategy: Brooke Thompson
Strategy Partner: Brigitte Bayard
Managing Partner: Jason Melhuish
Group Business Director: Sam Siddons
Business Director: Lauren Mayne
Business Manager: Mack Horton
Executive Producer: Ainslee Littlemore
Editor: Jennifer Cahir
Social, PR & Influence Studio: Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media & Content Director: Elly Brand
Production Company: Revolver
Directing Collective: Glue Society
Directors: Millicent Malcolm & Jonathan Kneebone
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Lib Kelly
DOP: Sherwin Akbarzadeh
Production Designer: Al Joel
Art Director: Emily Borghi
Choreographer & Maya Sheridan
Costume Designer & Matt Stegh
Post Production: Glue Society Studios
Editor: Luke Crethar
Colourist: Scott Maclean
Online: Scott Stirling
Media Agencies: PHD & 1House
