WHITE CLAW
BRING THE WAVE
Following our successful pitch for White Claw's global business in 2021, I've spearheaded several key projects, including the brand launch, new product development, and crafting the cultural strategy. The highlight of this first year was an outstanding global advertising campaign that not only gained widespread acclaim but also bagged numerous awards.
White Claw's new campaign, "Bring the Wave," embodies the brand's vision of pure optimism. Known for revolutionizing the beverage industry with its BrewPure process and natural taste, White Claw now focuses on celebrating those who embody a positive, opportunity-seeking outlook.
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The campaign uses the powerful metaphor of a wave, a symbol of energy and potential, reflected in the iconic White Claw Wave logo. It's about championing optimism and resilience, inspired by people who actively make a difference.
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The highlight of the campaign is a film featuring Brazilian surfer Caio Vaz, who bravely surfs through a storm, symbolizing the courage to face challenges. Spearheaded by VCCP New York, with original music by jazz musician Melody Gardot and directed by Sam Brown, this global campaign aims to position White Claw as a market leader with a pioneering spirit.
Catch the "Bring the Wave" campaign across TV and social media, and follow White Claw's journey on Instagram, Facebook, Twitter, or their website.