Always Re
A collaboration of hard seltzer and lemonade; we took that to heart and worked to create content featuring real artists who reinvent the spaces they occupy.
The campaign showcases three innovators at work on their craft, each handpicked to demonstrate the way they recreate and reimagine music, fashion and sport, channeling White Claw’s own reinvention of the classics.
Jesse Boykins III is an innovative singer, songwriter and creative visionary who blends genres of music and brings an unexpected global twist to his music.
Ann Marie Hoang is a wardrobe stylist who has changed the idea of fashion in popular music through working with music innovators.
Ashley Imani is a multi-faceted artist and skater who expresses her individuality and outside of the box thinking through modeling, singing, dancing, and song writing.
“White Claw began its journey by reinventing the way we drink alcohol through Hard Seltzer. Now we want to take it one step further, and reinvent the way we drink lemonade. Our incredibly talented and innovative ad agency VCCP NY have delivered on this concept perfectly and in a way that stays true to our forward-thinking brand. We are thrilled to launch this campaign, and stay tuned for future activations.” - John Shea, Chief Marketing Officer, White Claw
Along with making clients happy and serving as White Claw’s best performing campaign to-date, we also got our agency pumped.
“This work marks another step change for the White Claw brand. I couldn't be happier with the look of the work, the collaborators we worked with and the track that drives it all. Between White Claw and VCCP NY we had a clear and combined vision for everything from can design and packaging to the film itself. Partnerships like that are rare in this industry so we count ourselves lucky.” - Ray Del Savio, ECD VCCP NY
CLIENT — White Claw
CREATIVE DIRECTOR(S) — Adolfo Alcala, Ray Del Savio
ART DIRECTOR — Brittani Kelzenberg
ALWAYS RE :30
RESLICE :15
TWIST :06