Schweppes: Yoga Men

Credits & Description:

Media: Outdoor
Category: Drinks, non-alcoholic
Client: Schweppes Asahi
Agency: TBWAMelbourne
Country: Australia
Chief Creative Officer: Paul Reardon
Creative Director: Matt Stoddart
Creative: Harrison Webster
Creative: Max Reed
Creative: Jake McLennan
Producer: Josie Amato
Head of Art: Eric Benitez
Photographer: Neil Bailey
Managing Director: Mike Napolitano
Project Manager: Todd McLerie
Senior Designer - Pat Sofra
Strategic Planning Partner - Harley Augustine
Project Director - Emily Gray
Multimedia Producer - Zoe Watts
Stylist - Lauren De Innocentis
Synopsis:
For Australians, Solo is much more than a lemon drink; it's a pillar of our culture. Since the 1970s, its advertising has always featured a solitary, macho figure aptly called the 'Solo Man'. This legendary character would go to great physical lengths to work up a sweat, like canoeing over huge waterfalls and wrestling crocodiles. To quench his thirst, he'd drink a whole can of Solo in the most epic way imaginable. Australian men are wrestling a lot less crocodiles these days. It's a shame. But Solo recognised there was more connection and humour to be made by speaking to a more modern man's thirst, which can be earned through a number of painstaking tasks, like building a costume for your daughter's school play.