The Driest July in the World
Client
Free AF
Location
United States + New Zealand
Year
2024
Credits
Tuesday Club - Creative Direction
The Objective
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 Insight
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 Execution
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.
The Impact
Performance: 12M+ impressions across NZ + U.S. 1.4M+ video views 800+ entries in national “Driest July” sweepstakes
