Having it all. You wish. Dash’s heroine has it. Now you probably want it more. At least you can have it in drink form. The Or’s first work for drink brand, DASH, is gloriously outrageous. The 30-second TV spot follows the gloriously uncompromising life of a woman at the heart of a seven-person polycule. The ad is a vibrant, tongue-in-cheek celebration of living life without limits, embodying DASH’s playful ethos and the joyful spirit of embracing more, not less.
The hero commercial launches the UK campaign on July 1, supported by a bold and eye-catching OOH campaign, that brings the platform, The Drink That Has It All to life. It will reach 30% of UK adults 12 times this summer.
The campaign is a major moment for the brand – DASH’s largest ever media spend, and will be supported by UK-wide social media, in addition to a national sampling campaign across London, Bristol, Manchester and Birmingham.
Jack Scott, founder and CMO at DASH, commented, “Compromising is quite simply, boring. People are fed up with being told what they shouldn’t have, so we’re flipping the traditional wellness script and injecting it with flavour and fun. For our TV debut, we wanted to show how, with DASH, you don’t need to choose between what tastes good and what is good for you. Phenomenal flavour made from real fruit. And just like we don’t compromise on flavour, at DASH, we don’t compromise on creativity, so we’re thrilled to partner with creative powerhouse The Or and Freddie Waters to bring this campaign to life in a way that encapsulates our playful and daring nature.
Paulo Salomao, managing partner at The Or, added, “At The Or, we love brands that take a clear stance, and DASH, as one of the UK’s fastest growing drinks brands, have an unwavering commitment to having it all. We wanted to bring the brand’s character to the forefront through The Drink That Has it All platform, using an amusing zeitgeist representation of the enjoyment achieved through ditching compromises with DASH. We’re excited to be a part of the brand’s journey in further disrupting the market, bringing the wonders of wonky fruit to the masses.”
Credits:
Client: DASH
Jack Scott: Co-Founder
Bridget Hirst: Head of Brand
James Peach Marketing Director
Emma Fisher: Design Lead
Creative Agency: The Or London
Paulo Salomao: Managing Partner
Sarah Oberman: Strategy Partner
Metz ti Bryan: Production Partner
Seb Covino: Creative
Jiaan Koch: Brand Director
Zoe D’Avignon: Strategy Director
Joe Stone: Designer
Production Company: Somesuch
Chris Watling: Executive Producer
Adam Farley: Producer
Freddie Waters: Director
Joao Padua: DOP
VFX & Colour: Electric Theatre Collective
Luke Morrison: Head of Colour
Soledad Martin & Alex Gabucci: VFX Leads
Renata Fabri: Post-Producer
Editing: Shift Post
Rachael Spann: Editor
Media: Squadron Venture Media
Tom Lucas: Partner
Recording Studio: King Lea
Theo Vernon: Sound Engineer
