For a generation that’s more open, tolerant, and accepting than any previous generation, we created a campaign that’s all about being open to the world, because IT JUST IZ. For Gen Z, their world’s more than one thing, so we created a 100% social campaign filled with short attention span content that shares all kinds of different perspectives, from funny to purposeful to refreshing.

Whether it's a ballerina pirouetting from an eagle’s back, spouting flavorful nonsense or a deaf rap music video all about being yourself, or just a can chilling underwater to the sounds of jazzy elevator music, the campaign created a whole new world that lives inside your phone in bite-sized 5-second bursts of joy.

We designed the campaign to make the small screen as important as the large screen, with content that makes sense in between photos of your friends, and in between videos on YouTube.

Micro content in a mega way. It’s kinda traditional advertising in reverse. Instead of slicing and dicing a TV spot into digital bits and gifs, we created a whole bunch of content to live on Instagram and Facebook.

Over a hundred bright, beautiful bursts of metaphors for the drink that could be mixed, matched, and remixed to create all lengths of content, and tell all kinds of different stories.

Just like IZZE FUSIONS, the soft, bright color palette and diverse cast (made of real people, actors, and people in between) brought a fresh lightness to un-define the category’s typical in-your-faceness, making each piece immediately recognizable.

In a world where ads are becoming easier to skip, we wanted to create moments that stop you from scrolling, and communicate a benefit or feeling faster than you can realize you’re watching an ad.

There were some. They were pretty good. We launched back in March, so it’s too early for sales numbers in the short time the campaign has been live. But the @IZZEOfficial handle has seen a great increase in engagement, a 32% increase in followers, and 239 million impressions in the first month. Not to mention an overwhelming, but not unexpected, outpouring of positivity in the comments section, with positive vibes of 97% overall.