The Driest July in the World

We knew July 2024 was going to be the hottest on record globally — and we saw an opportunity to flip that headline into a bold cultural moment for Free AF. The Driest July campaign turned the heatwave into a hook: a cheeky, unmissable push to make it the driest July too — but without sacrificing fun. The campaign combined billboards at sea (literally), reactive influencer UGC, high-reach paid media, and a national giveaway to Joshua Tree — all tied to a simple idea: let’s make this the driest, most AF July on record. Performance: 12M+ impressions across NZ + U.S. 1.4M+ video views 800+ entries in national “Driest July” sweepstakes