The Background:
Truly Hard Seltzer is a brand that stands for originality, creativity and individuality. As an actionable step, they created. a long term purpose foundation called ‘Make Space’ which works to support and champion underrepresented Canadian creatives.
The Challenge:
Only 1 in 3 Canadian creatives are optimistic about their future in Canada. But Truly as a brand isn’t optimistic about a future without art.
The Insight:
Whether in a hard seltzer drink or on an artist’s canvas, flavour is what we add to the world to make it more vibrant, more interesting and more joyful.
The insight was inspired by Lizzo’s story in her documentary Love, Lizzo where she talks about not being able to see a place in the creative industry for herself.
The Execution:
We created a limited-edition line of 6 different acrylic paints coloured from the natural pigments found in Truly’s Fruit: Truly Colours. In partnership with VVAF we donated up to 80 paint kits to up & coming artists in their community .
The campaign launched with a branded event based in Toronto that featured a paint off between emerging Canadian artists, followed by the launch of OLV, OOH and digital assets.
