Vita Coco offers an escape to freedom

In Yonder and Above + Beyond’s lastest work for  Vita Coco, we offered one lucky person a shot at life on the open road in a revamped 1990s Hymer motorhome in a competition at the heart of a new campaign.

Eager to drive trial of Pressed, the objective was to promote the product’s unique coconutty taste that’s truly impossible to hate.

The idea was to tap into post-pandemic malaise by inviting people to make a short video describing how they’d use the converted Hymer – which, with its superfast Wi-Fi, double bed, fully-equipped kitchen, bathroom, surfboards, hammock and fridge full of Pressed, is the ultimate work-from-anywhere vehicle – to make their job impossible to hate.

See the work via Campaign here.

Top influencers and social media activity helped drive competition entries, complimented with OOH and Social across the summer which reinforced the product messaging and taste credentials.