The Driest July
Client
Free AF
Year
2024
Location
United States and New Zealand
Discipline
Brand Strategy
Digital
Headline result
12M+
Impressions across New Zealand and the US
Channels
Out of home, creators, paid media, giveaway
Featured in
When July 2024 was set to be the hottest on record, Free AF set out to make it the driest too.
Brand and digital, at Free AF
Max Lawton
Global Brand and Digital Manager
Lisa King
Founder and CEO, Free AF
Tuesday Club
Creative direction
Turn a familiar July headline into something people wanted to be part of.
Dry can still be fun. The heatwave became a reason to celebrate a different kind of summer.
Billboards at sea, reactive creator content, paid media and a giveaway to Joshua Tree.
Impressions across New Zealand and the US
Video views
Sweepstakes entries
Best Design Awards finalist
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