High Noon wanted to stand out from the hundreds (thousands?) of other brands that came out during the great Hard Seltzer Boom of the 2020s. The difference was they were the one that had real spirits, real juice, and emphasized enjoying the daytime, not the evening. So we came up with a new tagline that was equal parts cheerful greeting and positive manifestation - Sun’s Up. Soon, we transformed High Noon from an unknown hard seltzer into one of the hottest brands and helped it become the #1 spirits brand by volume, surpassing Tito’s Vodka.

Vodka Film

My partner and I affectionately called the idea for this campaign, “The Irish Blessing for the 25-year-old day drinker.” While we couldn’t legally tell you your day would be better with High Noon, we could wish you the best day possible alongside some High Noon.

Recognition: The One Show - Shortlist
Press: Creativity - Pick of the Day, Campaign, Campaign Ad of the Week, Best Ads on TV, LBB online, Drive Brand Studio, MediaPost, Hard Seltzer News

Director: Rachel McDonald - Biscuit
Agency: Preacher
CCO: Rob Baird
CD: Jimmie Blount
Senior Art Director: Elliot Eliash
Senior Writer: Chris Vandersall

Director: Dugan Gundelfinger
Agency: Preacher
CCO: Rob Baird
CD: Jimmie Blount and Justin Ralph
Senior Art Director: Elliot Eliash
Senior Writer: Chris Vandersall