AG Barr’s lead creative partner, IMA-HOME, is behind a new campaign for soft drink brand, Rubicon.
“Release the sunshine” is about “bringing the joy and sunshine to the everyday” with the creative transforming an ordinary, overcast street scene, into a sun-filled dance floor.
“This is our third year evolving Rubicon’s creative and we’re delighted to deliver another vibrant, multi-channel campaign,” said Alex Uprichard, Managing Director at Leeds’ IMA-HOME.
“This new work taps into Rubicon’s product truth – it is ‘Made of Different Stuff’ – to show the sunshine within the drink. We can’t wait to see its impact in the real world.”
IMA-HOME has been AG Barr’s lead creative partner for the last 4 years and has worked on the Rubicon Masterbrand Campaign Platform – Made of Different Stuff for the last 3.
The television commercial produced by Chief features “Leo” a vibrantly-dressed young man going about his normal day, until he drinks a Rubicon. This instantly releases “uncontainable joy within.”
“IMA-HOME has come up with a big creative idea that truly lands the feeling of what it’s like to drink Rubicon, capturing the sunshine that the drinks are made of,” added Lucy Henderson, Marketing Director at AG Barr.
“The campaign will drive salience, encourage curiosity and connect us to the huge growth potential we see for the brand.”
The campaign has been planned and bought by the7stars and will air from this week until 13th June across TVC, BVOD, SVOD. OOH and DOOH. This includes tube and city locations, YouTube, TikTok, Snapchat, X and Meta.
