FUELING WHAT’S NEXT. AND NEXT. AND NEXT.

“MIKE’S HARDER IS THE NUMBER ONE 16OZ CAN IN CONVENIENCE.”

“It’s a bold product for an uncompromising consumer. We wanted to underscore and own that boldness with a standout, hilarious campaign promoting the brand with a clever sense of humor and no apologies. Battery is great at thinking outside of the box and they nailed the sense of humor that appeals to our target.”

— Kevin Brady, Creative Director at Mike’s Hard Lemonade

BRIEF

As the edgy, bold member of the Mike’s Hard Lemonade family, the Mike’s HARDER brand needed to establish a unique personality that was as surprising and unconventional as the drink itself.

Speech

Clay

Bread

The Mike’s HARDER consumers are bold young men who crave a life lived to the limit. So we decided to own HARDER. No apologies. No regrets. No problem.

The campaign went right to the heart of the matter by spoofing the Erectile Dysfunction genre.

CAMPAIGN DIGITAL CONTENT

WORK

a battle worth winning

PLAYSTATION

Netflix

you're gonna need a bigger imagination

LEGO DIMENSIONS

Imagine It. Delivered.

AECOM

be the batman

BATMAN ARKHAM KNIGHT

Stand-Up Comedy

Netflix Originals

What's Out There Starts Here

MIKE’S HARDER LEMONADE

fight!

MORTAL KOMBAT X

Join the Comfortable

MeUndies

adapt and survive

INJUSTICE

Heroes of the Storm 2.0

BLIZZARD ENTERTAINMENT

Stay Fly

Sky Viper

N. Sanely Better

CRASH BANDICOOT

The Harder Solution

Mike’s Harder Lemonade

latest work in under 90 seconds

GREATEST HITS