Mornington Free
To launch Tribe Breweries’ Mornington Free, a zero-alcohol brew big on taste but light on everything else, we tapped into the rising YouTube trend of lyric videos. Instead of a traditional spot, we created what was essentially a lyric video — but with a twist. A French hip hop group was commissioned to write, perform, and record a custom rap track celebrating the crew taking the month off. The video brought their words to life on screen in bold, rhythmic style, making abstaining from alcohol feel as energetic and entertaining as a music drop. With all the flavour and none of the booze, Mornington Free gave Dry July drinkers something worth raising a glass to — proving that zero alcohol doesn’t mean zero fun.
Agency: Common Ventures.
