Sub Zero - Thanks For Zero

HOUSEKEEPING: I'm in the process of updating the media player - so keep an eye out for the music symbol in the bottom of some assets. Onto the work!

 

The brief was to position Sub Zero Alcoholic Cola as the RTD of a new generation. A good-time drink that the 'cool kids' are drinking.

 

The challenge was to sell a ‘good time’ to Gen Z. But in reality, Gen Z aren’t having a ‘good time’ thanks to the choices made by previous generations. Rental hikes, shit landlords, judgy 'boomers' with a fat bank account are just some of the things that plague Gen Z on the daily. 

 

The dryly apathetic position of 'Thanks for Zero' was born, fitting this landscape perfectly.

 

Two key truths informed the work:

1. Gen Z gets especially frustrated when people — and brands — pretend everything is all roses. They reject ‘business as usual’ in unusual times.

2. Despite the short straws they’ve been dealt, Gen Z remain defiant and optimistic.

So we threw them a house party at a mansion that embodied intergenerational wealth,  expressing the position as one of defiance. We created a custom track in the form of Brat which set up our link to the music scene (see below).

 

We handed over our out-of-home assets to our target demo to freely speak their mind; to say ‘Thanks for Zero’ with a literal middle finger to previous generations. In doing so, we tapped into something real that’s on younger Aussie minds.

 

Overall, it was nice to bring some good old-fashioned hedonism back to booze ads.

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Special mention: our work with creator partners in the music scene produced some pretty special work - well beyond that of your usual 'influencer' type stuff - it did such a lovely job of extending out the campaign and further aligning the brand to rebellion.

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