V promises to save millennials from ‘The Procrastination Place’
V Energy’s new brand platform explores the ‘guarana-powered liquid motivation’ that helps millennials and Gen Zs escape the depths of ‘the procrastination place’.
The campaign sees a millennial man sucked into the procrastination place inside his phone whilst rehearsing for a gig. There he finds several unusual characters that have been drawn from ‘meme culture’ such a cat playing the drums.
The new campaign will launch in Australia and New Zealand.
The campaign was created by Clemenger BBDO Sydney and the launch film was directed by The Sweetshop’s Damien Shatford.
Ben Coulson, chief creative officer, Clemenger BBDO Sydney said: “Procrastination, it’s something 99% of us do, and the other 1% lie about. But V will be there for us when we need a good kick right in the procrastinations.”
Frucor Suntory head of consumer marketing, Jonny Croft, said: “We’re super excited to see a genuine consumer insight land a whole new brand platform for V, and really open the brand up to a whole new generation of consumers across Australia and New Zealand. The work is distinctive, extremely relatable for our consumers, and firmly plants our flag as the brand that uniquely helps you Make it Happen.”
The campaign will be executed across TV, cinema, digital, social and OOH.
Credits
Short credits:
Client: V Energy, Frucor Suntory
Agency: Clemenger BBDO Sydney
Production Company: Sweetshop
Director: Damien Shatford
Edit: Luke Haigh via The Editors
Post: Blockhead VFX
Music & Sound: Otis Studios
Media: OMD
Long credits:
Client: V Energy, Frucor Suntory
Chief Client Officer: Cam Davidson
Head of Consumer Marketing: Jonny Croft
Senior Brand Manager: Chris Henbrey
Agency: Clemenger BBDO Sydney
Chief Creative Officer: Ben Coulson
Creative: Josh Aitken, Vanessa Robinson, Willy Maitland
Planning Director: Rob Harding-Smith
Producer: Denise McKeon, Katrina Maw
Design: Daniel Mortensen, Alexandra Kidd
Client Service: Gareth Pask, Melanie Spence, Isabell Timar, Su-Ann Leong
Production Company: The Sweetshop
Director: Damien Shatford
Executive Producer Greg Fyson
Edit: Luke Haigh via The Editors
Post Production: Blockhead VFX
Music & Sound: Otis Studios
Media: OMD
You always were a bit weird, Willy.
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This is good stuff. Well done
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Saw this during last night – I was thinking “what the bloody hell is this epically kooky spot?!”. It’s wonderfully weird. Good work.
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Shame to see them lose the “Massive Hit That Improves You A Bit” platform. That was such a brilliant creative & strategic springboard for so many years. “Make It Happen!” seems so generic in comparison.
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So good. So V.
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