Tractor Beverages are on a mission to create a cleaner, healthier planet. But being the new kid on the block is tough in an environment dominated by legacy soda conglomerates. We told the story of taking on the big soda bullies using our humble Cup character, who is stuck in a dystopian world, but yearns something better.
Hornet Director Andy Baker, alongside illustrator Mel Baxter, helped bring to life our story. The soundtrack was Valerie June covering Duran Duran.
For such a visual campaign, it was tricky to translate this into radio. So for our audio campaign we developed a voice for Tractor.
The protagonist of our story is the humble Cup. We spent a long time trying to find ways to get as much personality into the design.
World Surf League: Our art direction toolkit can also stretch outside of the brand campaign. Most recently we have sponsored the WSF, which included the creation of a bespoke longboard design.