VICTORIA BITTER

VBX — A HARD EARNED NIGHT

VB wanted to launch their new high-strength beer, VX, made for youngies wanting to ramp up into Friday night. But how do you celebrate kicking-on, with an iconic Aussie brand synonymous with knocking-off? Oh, and with almost no budget.

We knew, tradie radio typically simmers at 4pm to signal it’s time to wind down. It’s usually where the iconic VB song plays. So to launch VB’s new high-strength beer, we took over all major knock-off radio time-slots with the brand’s first ever official anthem remix with a DJ — sound designed using real tool samples from worksites.

Role | Lead Creative & Copywriter

Lead Creative Partner | Zoe Perrin