V PURE – Amazonians

We were asked to disrupt Australia’s understanding of what an energy drink can be, through the launch of V Pure, an all natural energy drink powered by guarana. The problem was three-fold. First, no one knew about the product. Second, it sits within a category most people would say is the epitome of artificial. And finally, it’s from a brand which has a legacy in hyperactive bugs. Our task was clear – how do we weave all three threads together to create a famous launch for the guarana fuelled, all natural V Pure? The task was ably taken up by a group of warrior women from the Amazon who, powered by V Pure, were a bit better at everything an Amazonian warrior needs to succeed – camouflage, hunting, and hitting priceless idols with blow darts.