Vita Coco offered one lucky person a shot at life on the open road in a revamped 1990s Hymer motorhome in a social competition.

Aimed at driving trial of Vita Coco Pressed, the objective was to promote the product’s unique coconutty taste that’s truly impossible to hate.

Tapping into post-pandemic malaise by inviting people to make a short video describing how they’d use the converted Hymer – which is the ultimate work-from-anywhere vehicle – to make their job impossible to hate.

The campaign included a long form social film, which contrasts lockdown isolation and frustration with the freedom and escapism achievable working from anywhere using the revamped Hymer. The campaign also ran in Social, OOH and Influencer activity.

Agency: Above + Beyond

Client: Vita Coco

Production Company: RadicalMedia