Hard Days

A marca de drink pronto Mike’s Hard Lemonade comemora seu 25º aniversário com uma campanha publicitária criada pela VCCP dos EUA e que celebra o trabalho árduo e posiciona o produto como a "melhor recompensa" em dias difíceis.

Chamada "Hard Days Deserve a Hard Lemonade", a comunicação é composta por filmes (assista abaixo), que trazem os personagens Hank e Joel, atendendo em uma loja de conveniência.

Ao encontrar uma variedade de clientes que passaram por dias difíceis e estão em busca da bebida, os protagonistas questionam o "nível do obstáculo" enfrentado.

Os comerciais estão sendo veiculados na TV, mídias sociais e digital, e o esforço também conta com peças para out of home.

Ficha Técnica:

BRAND: Mike’s Hard Lemonade
CHIEF MARKETING OFFICER:  Isabelle Sakai
BRAND DIRECTOR: Eimear Gorman
HEAD OF BRAND: Emma McLaughlin
BRAND DIRECTOR: Stately Jukes
HEAD OF COMMUNICATIONS: Lena Lewis
BRAND MANAGER: Molly Coyle
BRAND MANAGER: Ben Sommer
MEDIA MANAGER: Jenna Spadafora
SOCIAL MANAGER: Kali Casper
AGENCY / CREATIVE: VCCP US
CHIEF CREATIVE OFFICER: Jed Grossman
CHIEF CREATIVE OFFICER: Darren Bailes
CHIEF STRATEGY OFFICER: Jonny Shaw
PLANNING DIRECTOR: Ross Cameron
CHIEF EXECUTIVE OFFICER: Julian Douglas
ACCOUNT DIRECTOR: Jordan Wood
MANAGING PARTNER: Philip Higham
GROUP CREATIVE DIRECTOR: Gianmaria Schonlieb
GROUP CREATIVE DIRECTOR: Zoe Bell
CREATIVE: Chris Hodgkiss
CREATIVE: Pip Bishop
CREATIVE: Sean Condrick
CREATIVE: Michelle Greeley
ACCOUNT DIRECTOR: Xi Chen
ACCOUNT HANDLING: Katie Nichols
BUSINESS DIRECTOR: Myles Cryan
ACCOUNT DIRECTOR: Rufus Knight-Jacobs
EXECUTIVE PRODUCER: Jessica Ambrose
PRODUCER: Jermaine Bossman
STRATEGY DIRECTOR: Luke Alexander-Grose
STRATEGIST: Marianne Bellorin
STRATEGIST: Courtney Wong
DESIGN DIRECTOR: John Olson
DESIGNER: Julia Halasz
PROJECT DIRECTOR: Giselle Sambrook-Smith
PROJECT DIRECTOR: Amanda Rackley
DIRECTOR OF BUSINESS AFFAIRS: Cara Orlowski
BUSINESS AFFAIRS MANAGER: Ricky Meyer
MEDIA: Haworth
STRATEGY DIRECTOR: Melissa Winnig
VICE PRESIDENT: Lisa Blevins
PRODUCTION: MJZ
DIRECTOR: The Perlorian Brothers
EXECUTIVE PRODUCER: David Zander
EXECUTIVE PRODUCER: Eriks Krumins
PRODUCER: Ed Callaghan
DIRECTOR OF PHOTOGRAPHY: Trent Opaloch
PRODUCTION DESIGNER: Caitlin Byrnes
POST PRODUCTION / VFX: Jamm VFX
CREATIVE DIRECTOR: Alvin Cruz
SHOOT SUPERVISOR: Mike Wigart
FLAME LEAD: Tim Robbins
FLAME ARTIST: Nathan Hurlburt
NUKE ARTIST: Elijah Gray