Vice and Schweppes launch ‘Self Portrait’ content series to encourage self expression
US internet sensation Russell The Backpack Kid, female skateboarder Shanae ‘Sheezy’ Collins, an Australian Paralympic sprinter and the creator of a ‘bootleg’ dining experience have all been recruited as part of a new branded content series by Vice for Schweppes.
‘Self Portrait’ was developed in collaboration with Carat and TBWA, and aims to position Schweppes’ new soft drink ALT, as a brand that enables self expression.
The four short videos explore the lives of the young Australians and American, through creative portraits.
At the same time, Schweppes and Vice will also launch a ‘chillout zone’ at Sugar Mountain Festival and Laneway Festival in Brisbane. It’s all part of the ‘Keep Doing You’ campaign, which aims to offer young Australians an experience for self expression. It features a waterbed, an interactive digital ceiling and a GIF photo booth.
Lisa Saunders, general manager of marketing at Schweppes Australia, said collaborating with Vice gave them the opportunity to “champion the spirit of the individual”.
“We wanted a partner to talk to the millennial audience on our behalf with credibility, at scale, and in an engaging way. Vice was able to do this and more, with access to a range of unique and diverse young talent captured with expertise and pushed out across multiple platforms, exceeding reach targets,” Saunders said.
“ALT is part of a broader business strategy to expand our low sugar offering, and the sentiment to date has been incredibly positive.”
Michael Slonim, managing director of Vice Australia, said the series was a great way to start Vice’s 15th year in Australia.
“By partnering up with some of our favourite music festivals and young characters that fascinate us, we get to do more of what we love—making engaging, multi-screen video content and truly adding something to the cultural conversation. Thanks to our forward-thinking partners at Schweppes Australia and Carat who let us keep doing us,” Slonim said.
