SW**T
“Sweet” isn’t a curse word, but some people treat it that way. While many alcohol brands leverage unsavory artificial sw**tness, the sw**tness of Angry Orchard comes from a real, natural source: apples. And Angry Orchard looks to prove that its sw**tness doesn’t deserve any shame with its “Sw**t” campaign.
As the account manager, Joey worked with Angry Orchard clients, production vendors and GS&P creatives and strategists for the creative ideation and production of Angry Orchard’s Sw**t campaign.
THE CAMPAIGN
Angry Orchard’s campaign dramatizes a world that is phobic of sw**t, so much so that when the word is used, it gets censored like an expletive. As the offended onlookers react to the perceived blasphemy, the boorish subjects gleefully defend their right to enjoy and say sw**t. After all, Angry Orchard is good and sw**t.
“Grandma’s Gathering” was directed by Craig Gillespie, well-known for his work directing in the films I, Tonya, Lars and the Real Girl and Fright Night.
Make it SOCIAL
FOR THE RADIO WAVES
