PREPARED BY CUTLERBREMNER 6_12_23
Lightly Fantastic is a term that generally describes something that is whimsical, magical, and just a bit surreal. When something is described as lightly fantastic, it often implies a sense of playfulness and imagination, as well as a willingness to embrace the unpredictable and unexplainable. It’s a wonderful way to describe drinking a Truly.
Our concepts capture that feeling, by playing with scale and unexpected juxtapositions to create memorable images that always focuses on Truly as the hero.
Everything we create must remind our audience that drinking Truly is light and fun and joyful. Keeping our communication light and simple in itself will be the key to an outstanding campaign.
This presentation focuses on the first of the 3 directions:
CORE EVERDAY
• We focused on daytime, light & refreshing
• We connected to the Fantastic look and feel
•Hands are used in several concepts
• Cans float on several concepts
• Both “Keep it Light” and “Lightly Fantastic”
can act as a headline or as a sign-off lockup.
THE LIGHTLY IRREVERENT HARD SELTZER THAT IS FANTASTICALLY PLAYFUL
BRAND PERSONALITY
DIRECTION 1. LIGHT AND FLOATING CANS
1. A variety of cans floating inside bubbles.
2. Hand holding cans like a bunch of balloons
3A. Can gently rests on a feather.
3B. Floating can with multiple feathers.
DIRECTION 2 COLORFUL SUMMER FUN
4. Can sits on a colorful beach ball. (This series allows us to play with the new "Fantastic" color palette)
5. Colorful pinwheel on the straw.
6. Scale change with a can inside a pool float.
7. Brightly colored hula hoops twirl around the cans. This direction can
DIRECTION 3 FLOATING LIQUID AND CANS
8. The pour floats above the glass.
9. Cans float out of an ice bucket. We can float the can into any scene, working perfectly in social and sporting contexts.
10. Can floats above a poolside table.
11. Partnerships/Events example for NHL
DIRECTION 4 HORIZONTAL PATTERNS
12.A row of colorful umbrellas and a single can. This direction plays with scale in a playful beach scene.
13. Row of colorful surfboards and a single can. (We can play with the new "Fantastic" color palette.)
14. A row of palm trees and a single can. This direction works very nicely in digital and bus boards etc.
DIRECTION 5 FUN PLAYFUL BACKYARD
15. A man's hand playfully balancing a can in a swimming pool.
16. Close up of a sip from a straw, wearing a brightly colored top at pool side.
17. Scale change with a can and a shuttlecock.
18. Lawn sprinkler twirling playfully around a floating can.
All of these ideas carry through very strongly into the other two categories, Partnerships / Events and LTO New Products.
We’d love to create the synergy and evolve these concepts into a consistent campaign.
THANK YOU