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 social, we created a series of short videos, highlighting all of the reasons to choose Tractor.
Working alongside our illustrator Mel Baxter, we developed a campaign art direction based on the natural ingredients, flavors, and colors that make up Tractor beverages. Our ‘maximalist’ backdrops gave us consistency across the wide range of media formats.
For such a visual campaign, it was tricky to translate this into radio. So for our audio campaign we developed a voice for Tractor.
We developed a full world of characters and lore for the launch campaign.
Our Tastebuddies populate our Tractor farm. They’re bright, colorful characters with an impish personality, protecting the world from the evils of Glugopoly.
Clementine is our hero flavor, so we created a series of poses and characteristics specific to clementine. This allowed us to create more specific messaging for the launch.
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, before landing on the idea of using the ice cubes to deliver the reactions we needed.
There are four brands that sit below the holding company:
ZOINK’D (Energy drink)
EXXXTRA SWOLE (Sports drink)
BURPZ (Cola)
JOY JOY (Lemon & Lime)
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.