Film // Social // Digital
From startup to stardom
How we partnered with a brand to generate an earned-media-palooza.
Liquid Death came to us in June of 2019 to help them continue what was an already meteoric rise in the beverage industry. It’s gone pretty damn well considering THE beverage industry magazine, BevNet, voted Liquid Death as Marketer of the Year for ALL brands in the beverage category.
The Liquid Death No Brainer
How we created a new product for Liquid Death in service of a truly 360 marketing plan promoting Netflix’s latest Zack Snyder film “Army Of The Dead”.
Great partnerships don’t come around that often. So when Netflix hit up Liquid Death to see if they’d be interested in doing anything to help promote Zack Snyder’s new zombie heist film, we said hell yes.
Our idea: Let’s make the world question whether zombies are real (anything could happen these days) by creating a headband that holds cans of cold water around your head, hiding your warm brains from Zombie’s heat sensing vision. We called it the No Brainer. Made an entire 30-minute infomercial about it (complete with a 5 straight minutes of a death scene), aired it several times in one night, and even took over Las Vegas with 75 people wearing No-Brainers and an extensive OOH campaign along the strip.
From product development to long form content to flash mobs to social posts, this campaign does it all. This is how you do partnerships right.
Liquid Death has a lot of haters.
People get upset when you have a strong point of view, so it makes sense.
We took the most hateful comments the brand has received and turned them into two REAL rock albums. Greatest Hates Volume 1 & 2 features over 20 angry songs with lyrics straight from the mouths of trolls. The video was made Covid friendly with stock footage and a remote VO session. The brand has already sold out of its pressings of 2000 vinyl records, and you can listen to the album now on Spotify or Apple Music. The whole thing cost less than about the same as a low-mileage 2010 Honda Accord (no sunroof, but with the stereo upgrade).
Keep the Underworld Beautiful
Liquid Death asked us to come up with a way to talk about their #DeathToPlastic sustainability message, while still staying true to their metal music roots. So we created a new platform called "Keep The Underworld Beautiful".
The center piece is a film featuring the demons of the underworld, imploring humans to quit using plastic bottles as they're filtering down to Hell, ruining it's delicate ecosystem.
The platform also includes keeptheunderworldbeautiful.org, a forthcoming music festival, and the world's first ever Instagram carousel video game.
For Halloween, we hired a real witch to curse all of Liquid Death's inventory. So if you drank a LD during the month of October, you were likely cursed to become a magnet for demons. But don't worry, we sold the antidote spell in the merch store for .99 cents. October became the brand's best performing month to date.
The 4th Of July Pee Analysis
Ostensibly, the 4th of July is the most dehydrated day of the year for many of us. So, as a brand that cares very much about hydration, of course Liquid Death would hire an actual hydration specialist then invite people to post pictures of their urine on social for our doctor to examine and offer hydration suggestions. Fortunately for the initiative, thousands of people posted pics and video of their urine. Unfortunately for the poor friends of our fans, thousands of fans posted pics and video of their urine.