Juice Burst

The challenge

Juice Burst sells to schools. Its audience is teenagers, who are the hardest people alive to advertise to and the easiest to make laugh.

The idea

Sponsor what people are already doing.

Exam season: the firework campaign

I noticed a group of lads filming exam reactions in the style of post-match football punditry. Straight faces, tactical analysis, the lot, except the match was a biology paper.

Nobody had sponsored them, so we did, with product, vouchers and a branded backdrop behind them. We left the format alone.

Results day gave us the A-level and GCSE films, asking people to comment their grades. For a brand that sells in schools, that's the obvious week to be posting.

Two of those videos did around 1.8M views each, at 188K and 192K likes. Then the backdrop turned up on BBC News, in a piece about students holding post-match interviews after their exams. They blurred it afterwards. It had already been on the front page.

The lab coat series

I planned the account's content as a few series, and this is one of them. Two people face each other with mouths full of juice and try not to spit while something makes them laugh, like Gen Z slang read out to them, fruit impressions or a slap across the face.

The frame never changes, only one thing does, which makes it cheap to film and easy to spot in a feed.

The rest of it

Rubber bands round a watermelon until it goes. The Zest Test, which went off on its own. A spin test. Filling a pint glass with apple juice to the exact brim, to a trending sound. A Fortnite sound over a fridge full of cold drinks. I shot and edited all of these, and I'm in one of them, POV: it's 4am and you have a dry mouth.

The results

Across 2025 the whole account did 65M+ impressions and 3.5M engagements, and made the BBC News front page and the Daily Mail.

On the account

On the grid.

Apple, in the wild.

Sour, close up.