V Energy Drink skills millennials in strangest series ever

2 November 2016

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V Energy Drink is giving viewers the skills that are super essential to life in a new content series.

V Energy Drink is known for being pretty out there but it has taken its strange status to a new level with a slew of social videos from TKT Sydney.

The clips are designed to teach millennials vital life skills overlooked by modern day education, such as folding a fitted sheet, gate crashing, smoke bombing faking a sickie and picking llamas (seriously).

To get its message across, V recruited YouTube sensations RackaRacka, Aunty Donna and notorious Super Bowl crasher Dion Rich.

In one spot that aims to help people save, a Taylor Swift look alike shows how to make fake Yeezy sneakers and budget gifts. Another demonstates how to put on pants without hands.

Built off V Energy’s brand platform ‘the Massive Hit that improves you a bit’, the latest work to come out of the V shed reinforces the brand’s commitment to helping people be “a bit better” at life.

Frucor marketing manager, Andy Fenwick, says: “This campaign comes from the insight that while millennials have access to unfathomable technologies and seas of information, they sometimes fail to reach their full potential at some of the more practical life skills - like, how to fill out a tax return or roll-start a 1998 Toyota Corolla.

“The more people we spoke to the more we heard that they wanted a few life hacks to be a bit better at a range of different things that they are not taught at school or university. I think we’ve struck a really nice balance working with some amazing talent to deliver a suite of 24 skills that delivers the utility in an entertaining way which will really cut through to make sure everyone can grab a V and become a bit better.”

The V Skills - 24 essential skills in total - are delivered through 14 million printed cans as well as Snapchat videos, street murals, GIFs, outdoor billboards, and YouTube videos.

In an Australian first, the cans also feature a Snapcode enabling fans to unlock exclusive content.

Credits

Client: V Energy - Frucor Australia
Marketing Director: Mark Wiedermann
Marketing Manager: Craig Harkness
Marketing Manager: Andrew Fenwick
Head of V Energy: Karl Davies
Assistant Brand Manager: Alana Lucci
Creative Agency: TKT Sydney, a Clemenger Group agency
Executive Creative Director: Paul Nagy
Creative Directors: Brendan Willenberg & Ben Clare
Senior Creatives: Ollie Beeston & James Beswick
Founding Director: Cate Stuart-Robertson
Senior Account Director: Hanne Haugen
Senior Account Manager: Marshall Campbell
Head of Planning: Rob Dougan
Creative Agency Producer: John Pannocchia
Public Relations Group Account Director: Phillipa Thomas
Media Partner: OMD

V Skills Production Partners
- Aunty Donna
- Dion Rich
- Robin Sung– Flare BBDO
- RackaRacka
- Edwin de Swardt
- Ed Copestick
- Roberto Zambrano
- Kapwa Studioworks
- Infinity 2/Dan Reisinger
- Ollie Beeston and James Beswick, TKT

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