Debut campaign supports the launch of new flavours from the hard seltzer brand
White Claw Hard Seltzer, the hard seltzer brand, is launching its first full flavour offering – White Claw Surf. The launch is supported by a new campaign from VCCP, the first work from the agency since it won the global White Claw business in 2021.
The hero creative spot, Crafted, features professional surfboard shaper Ryan Harris, known for his work creating eco-friendly surfboards which have zero waste. In the spot we see Harris’s attention to detail in his craft, drawing parallels to the brand’s new, meticulously crafted flavours.
The integrated campaign, called “Surf Like No Other”, has been created in partnership with professional surfers Ivy Miller, Hunter Jones and Blair Conklin, and is directed by award-winning Director Jerry Ricciotti, known for his work on the HBO series Vice.
The campaign aims to convey the experience of surf like never before. The surfers proved that it is possible to surf anywhere, from snowy hills and sand dunes to fountains, canals, rivers and lakes around the U.S. The resulting Surf Tour series will be shared via the surfers’ social channels as well as the brand’s social channels starting this week.
John Shea, the chief marketing officer at White Claw U.S, said: “White Claw Surf is a breakthrough new idea that combines full flavors with sensational refreshment and the incredible sessionability expected from White Claw. It is our next exciting addition and something completely new and different in the world of seltzer.”
CREDITS
CREATIVE AGENCY
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: Ray Del Savio
CREATIVE DIRECTOR: Karen D’Souza
DESIGN DIRECTOR: Jose Prieto
SENIOR ART DIRECTOR: Kate Degen
COPYWRITER: Leah Douglas
GLOBAL CLIENT LEAD: Phillip Higham
GROUP ACCOUNT DIRECTOR: Jordan Wood
ACCOUNT DIRECTOR: Noelle Mulholland
CHIEF STRATEGY OFFICER: Jonny Shaw
SENIOR STRATEGIST: Alex Scott-Malden
HEAD OF PRODUCTION: Matt Nowak
CREATIVE PRODUCER: Amanda Kahle
SENIOR POST PRODUCER: Molly Ross
BUSINESS AFFAIRS MANAGER: Breck Henson
SURF TOUR PRODUCTION
PRODUCTION COMPANY: More Big Days
DIRECTOR: Jerry Ricciotti
EDITOR: Ian McGee
DIRECTOR OF PHOTOGRAPHY: Scott Soens
ADDTL CINEMATOGRAPHY: Jordy Klein, Eliel Hindert
JR EDITOR: Shakhalil Benbow
ASSISTANT EDITOR: Avery Lawyer
EXECUTIVE PRODUCER: Ben Kammerle, Tim Barker, Jerry Ricciotti
PRODUCER: Tim Barker
ASSOCIATE PRODUCER: Liz Hauser
POST-PRODUCTION COMPANY: More Big Days
POST PRODUCER: Ben Kammerle
COLOURIST: Jeff Sousa, Dungeon Beach
AUDIO POST-PRODUCTION COMPANY: VACATIONS
SOUND ENGINEER: John McSwain
PHOTOGRAPHER: Bryan Soderlind, Jack Dawe
CRAFTED PRODUCTION
PRODUCTION COMPANY: Sanctuary
DIRECTOR: Elle Ginter
DIRECTOR OF PHOTOGRAPHY: Allison Anderson
EXECUTIVE PRODUCERS: Kristen Bedard-Johnson & Noah Thomason
LINE PRODUCER: Darrin Ball
EDITORIAL COMPANY: Cabin
EDITOR: Nina Sacharow
ASSISTANT. EDITOR: Katie Pehowski
EXECUTIVE PRODUCER: Adam Becht
HEAD OF PRODUCTION: Sari Resnick
PRODUCER: Andrea Cantor
VFX/FINISHING COMPANY: Shape & Light
EXECUTIVE PRODUCER: Scott Boyajan
CREATIVE DIRECTOR: Rob Trent
VFX PRODUCER: Jade Fuller
LEAD FLAME ARTIST: Aaron Neitz
FLAME ARTIST: Austin Lewis
COLOR COMPANY: Roving Pictures
COLORIST: Matthew Schwab
MUSIC: Human
COMPOSER: John Christopher Barnes
PRODUCTION: James Dean Wells, Kenzo Perron
MIX: Post Human
ENGINEER: Sloan Alexander
PRODUCTION: Rob Suchecki
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