Zevia is real soda for real humans
The Real Soda for Real Humans campaign introduces a recurring humanoid robot, a sleek, stiff, and slightly uncanny embodiment of our hyper-artificial world, who works in an office while guzzling chemical-laden “diet cola" to fuel itself.
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Zevia and Party Land are launching a new national brand campaign, Real Soda for Real Humans, that’s staunchly anti-artificial: no artificial intelligence and no artificial ingredients.
The Real Soda for Real Humans campaign directed by Eoin Glaister, and produced by Impossible Studios introduces a recurring humanoid robot, a sleek, stiff, and slightly uncanny embodiment of our hyper-artificial world, who works in an office while guzzling chemical-laden “diet cola" to fuel itself. Humans, by contrast, opt for Zevia.
When exposed to delicious, zero artificial Zevia, the robot short-circuits , a deadpan, hyper-literal expression of the brand’s belief that artificial soda is built for bots, not people.
As AI floods our feeds and synthetic content becomes the norm, Zevia is taking a literal stance against artificiality, not just in culture, but in its ingredients and its marketing. The campaign marks the latest escalation in Zevia’s anti-artificial platform, following provocative OOH targeting “garbage soda” in Big Soda’s Atlanta backyard (which prompted a request from Coke to remove certain ads), and an anti-artificial proclamation in response to Coke’s AI-generated holiday ads.
Credits
View on- Agency Party Land/Los Angeles
- Production Company Impossible Studios
- Director Eoin Glaister
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Credits
View on- Agency Party Land/Los Angeles
- Production Company Impossible Studios
- Director Eoin Glaister
- Executive Producer Marco D'Angelo
- Editing Outsider Editorial/Toronto
- Executive Post Producer Kayan Choi
- Post Producer Kelsey Dale-McGrath
- Editor Cam Anderson
- Assistant Editor Riangelo Melaria
- Color/VFX Studio Feather
- Executive Post Producer Emily Goldberg
- Senior Post Producer Bronte Barber
- Finishing/VFX Sean Douglas
- Colorist Kevin Wu
- Sound Designer Kevin Chamberlain
- Sound Vapor RMW
- Executive Audio Producer Kailee Nowosad
- Audio Creative Director Ethan Myers
- Audio Creative Director Dustin Anstey
- Associate Creative Director Mackenzie Horras
- Founder/Chief Creative Officer Matt Heath
- Creative Director Mike Behrends
- Senior Creative Eli White
- Senior Creative Will Martin
- Senior Producer Matthew Silverman
- Senior Post Producer Erin Fox
- Production Designer Zach Noftall
- DP Spike Morris
- Audio Engineer Dave Worthen
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Credits
powered by- Agency Party Land/Los Angeles
- Production Company Impossible Studios
- Director Eoin Glaister
- Executive Producer Marco D'Angelo
- Editing Outsider Editorial/Toronto
- Executive Post Producer Kayan Choi
- Post Producer Kelsey Dale-McGrath
- Editor Cam Anderson
- Assistant Editor Riangelo Melaria
- Color/VFX Studio Feather
- Executive Post Producer Emily Goldberg
- Senior Post Producer Bronte Barber
- Finishing/VFX Sean Douglas
- Colorist Kevin Wu
- Sound Designer Kevin Chamberlain
- Sound Vapor RMW
- Executive Audio Producer Kailee Nowosad
- Audio Creative Director Ethan Myers
- Audio Creative Director Dustin Anstey
- Associate Creative Director Mackenzie Horras
- Founder/Chief Creative Officer Matt Heath
- Creative Director Mike Behrends
- Senior Creative Eli White
- Senior Creative Will Martin
- Senior Producer Matthew Silverman
- Senior Post Producer Erin Fox
- Production Designer Zach Noftall
- DP Spike Morris
- Audio Engineer Dave Worthen
The campaign launch coincides with Zevia’s SXSW activation (taking place March 12-14), where attendees must “Prove They’re Human” via a custom Z-CAPTCHA before entering; a playful twist on the robotic verification systems dominating our digital world.
Real Soda for Real Humans includes :30 and :15 national TV spots running on CTV, YouTube, and Meta; a three-day SXSW activation challenging attendees to verify their humanity before accessing the space; a companion Prove You’re Human digital sweepstakes; and paid and earned social campaign extensions.
Mike Behrends, creative director at Party Land: "The word 'real' is so loaded with brands. It's become a non-word. Thankfully Zevia is one of the rare brands whose product actually breaks it down for all of us, no sugar, no artificial sweeteners, not even artificial colours that Big Soda relies on. When you look at culture right now, from what's in our feeds to what's in our food, knowing what's real goes beyond ingredients. So creatively, we wanted the campaign to draw a clear line between the artificial world people are conditioned to see, and the kind of realness Zevia stands for. Also, keeping with the theme, no artificial intelligence was used in the making of these spots. Artificiality was not allowed!"
Kirsten Suarez, CMO, Zevia adds: “The creative taps into a culturally relevant context with the use of a robot that needs artificiality, while playfully introducing what Zevia is: great tasting soda made better with none of the artificial stuff that humans don’t need."
