VB RAW was a new product development designed to attract a younger drinker back to the VB brand. We worked directly with the client on the brew, branding and packaging and once this was finalised we moved onto developing the launch campaign.

We started with a soft launch involving a comprehensive seeding and sampling campaign, an ambassador program involving some of Australia's most influential you people (from surfers and snowboarders, to DJs and graff artists) and a comprehensive sponsorship strategy where we owned some of Australia's hottest summer music festivals.

We also commissioned artist/designer and car buff Paul Begg to strip back a 1978 Porsche, which we eventually gave away to one lucky drinker. Punters could watch the Porsche's journey from start to finish on a live web cam streaming into the RAW Speedshop.

The project was also supported with a series of content films that centred around the VB RAW Porchse, each of which were seeded into a relevant online community (surfing, graffiti, fashion, music). A series of warehouse style parties were also held in the VB RAW Speedshop.

**Despite the successful comms campaign, a wider portfolio decision made by the client has seen VB RAW being deprioritsed as a product.