V Energy and TKT Sydney have teamed up to launch a new campaign that teaches Millennials some of the vital life skills that are overlooked by a modern-day education.
V Skills is a modern-day ‘how to’ guide on just about everything, including folding a fitted sheet, applying sunscreen, resolving conflict, smoke-bombing a party – even picking llamas from alpacas.
A total of 24 skills are delivered through 14 million printed cans of the energy drink, as well as Snapchat and YouTube videos, street murals, GIFs, and outdoor billboards.
In an Aussie first, the cans also feature a Snapcode enabling fans to unlock exclusive content.
Built off V Energy’s slogan ‘The massive hit that improves you a bit’, the latest work reinforces the brand’s commitment to helping people be a little bit better at life.
Andy Fenwick, marketing manager at Frucor (the beverage company that owns V Energy), said the campaign comes from the insight that while Millennials have access to unfathomable technologies and seas of information, they sometimes fail to reach their full potential at some of the more practical life skills like how to fill out a tax return or roll-start a 1998 Toyota Corolla.
“The more people we spoke to, the more we heard that they wanted a few life hacks to be a bit better at a range of different things that they are not taught at school or university,” he said.
“I think we’ve struck a really nice balance working with some amazing talent to deliver a suite of 24 skills that delivers the utility in an entertaining way which will really cut through to make sure everyone can grab a V and become a bit better.”
TKT creative directors Ben Clare and Brendan Willenberg, said the strength of the campaign comes down to the incredible partners they commissioned to develop it.
“Our content partners have delivered so much more than we could have ever anticipated, from Edwin de Swardt’s trippy animations, through to RackaRacka’s insane guide to smoke bombing, Infinity Squared’s take on conflict resolution and everything Aunty Donna touches,” they said in a statement.
“It’s a suite of first rate content that is testament to their understanding that V Energy has with our target audience.”
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]