GRAB LIFE BY
THE CLAW
In a world of doomscrolling, overworking, binge-watching, and general loneliness, you gotta remember that every day is a once in a lifetime experience.
Today’s generation is so connected, yet they’ve never been lonelier. In fact, 73% of people admit they feel isolated from the world, stuck behind screens and missing out on key moments with great friends. With sharing at the heart of their product's identity, White Claw wanted to address this cultural issue and inspire people to get out there, share good times with friends, and help everyone embrace the spontaneity of life. Thus their new global mission was born.
We launched with a global TVC directed by Björn Rühmann, following one charismatic friend as he rescues his crew from isolated, dull moments in life with an impromptu invitation to hang out. The story captures that loop we’ve all found ourselves in—going through the daily motions, stuck on the segue of life—until it’s suddenly knocked, freeing the friends from their predetermined paths. It hits close to home in all too familiar ways.
