The Driest July in the World
Client
Free AF
Location
United States + New Zealand
Year
2024
Credits
Tuesday Club - Creative Direction
The Objective
I wanted to turn a familiar July headline into something people would actually want to be part of.
The Insight
Dry does not have to mean serious. The fun was in treating the heatwave as a reason to celebrate a different kind of summer.
The Execution
I helped shape the campaign across billboards at sea, reactive creator content, paid media, and the Joshua Tree giveaway.
The Impact
12M+ impressions across New Zealand and the US 1.4M+ video views 800+ entries in the Driest July sweepstakes
