The Official Drink of Unofficial Sport.

When mates get together, the most inane thing can turn into a competition.

We put Fresh-Up at the heart of this, when we found two real mates with one real rivalry and had them battle it out in a 45 minute live TV broadcast.

In the build up to the live event, we did everything you’d expect to ahead of a title fight. Outdoor posters, press conferences, radio interviews, TV promos and a content series where fans got a behind-the-scenes look into the guys’ training regime.

In the end, we created a TV ad that was bigger than the ad itself. One that had a story almost every New Zealander knew.