Rubicon. Release the Sunshine.
With fruits you won’t find in a normal fruit bowl, Rubicon is Made of Different Stuff. Basically, it hits different. One sip of the exotic flavours transports you to sunnier, happier times.
The 2024 campaign “Release the Sunshine” delivers on emotion, with an audience insight relevant to Rubicon: the harder life becomes, the more important it is to find moments of joy in the everyday.
This is Irrepressible Joy.
Rubicon instantly releases uncontainable joy within. Through spontaneously body-popping, the TVC brings the feeling of drinking Rubicon to life.
Shot during the worst storm of the year, thanks to the wonders of VFX, we brought the sunshine.
Bringing liquid sunshine to the UK.
To continue the story in print, we created CGI liquid explosions – bursting with energy. Which envelope our characters, creating Rubicon as the catalyst.
The details
Director: Nate Camponi
1st AD: David Calland
2nd AD: Lucy Kelley
DOP: Murren Tullett
Choreographer: Supple Nam
Photographer: Rob Binder
Exec Producer: Tessa Hamilton
Producer: Jen Monks
Production House: Chief
The disciplines
Creative strategy & direction
Campaign ideation
Scriptwriting
Art direction
Design direction
Client relationship leadership role
TV / OOH / Retail / Print / PR