Rubicon: Made of Different Stuff
Rubicon
Summer 2022 OOH, TVC and Social Campaign for Rubicon
Motion Graphics, TVC, OOH
Rubicon had appointed IMA, where I was employed as a Motion Designer, to launch a multi-media Summer campaign. The campaign launched Rubicon's new drinks range and promoted their new tagline "Made of Different Stuff".
The campaign rolled out across OOH, Social, web video and BVOD. The intent was to capture a more adventurous 16-34 audience with irreverent, humorous one-liners and high-exposure, candid photography.
The video shown was used for BVOD and OOH, being focused in major UK cities as a new line of lower-calorie drinks rolled out across supermarkets.
As Motion Designer, I created the edit based off of storyboards and a selected track. The photography was overlayed with kinetic text and motion graphics, with an animated lockup featuring the tagline "Made of different stuff" and product photography.
Check out more on the Campaign here
Resonating with audiences wanting to try new things
The campaign needed to be able to resonate with a 16-34 year old audience who are online, and also up for trying out new experiences with friends. The campaign needed taglines that a fairly broad audience could relate to, but acknowledging different subcultures and colloquialisms within the target age range.
A Nationwide momentum for Rubicon's new range of drinks
Paired with candid photography and a nod to Photo-dumps and Instagram stories after a day out with friends, the taglines and visuals came together to form an experience that young people across the country were taking part in during the Summer. The launch of Rubicons new drinks range and brand visibilty gained momentum during the campaign, and the brand still keeps the core messaging of this campaign today.
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