The problem: Strongbow is the worlds biggest cider brand, yet still so much of world is still to try cider for the first time. No clear idea of what it was, or when you'd reach for one.
So we gave it a moment to own: the first drink of the evening. That switch from work mode to wind-down. To make the step, we stopped city and nautre feeling like opposites, but one. This visual split became the art direction where orchard and city started to blend in each frame.
Rolled out across TV, cinema, digital and outdoor in 20+ markets, under a new line: Refreshing by Nature.