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.”