Juice Burst
Social & sponsorship: Concept · Editing · Art direction
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: product, vouchers, and a branded backdrop behind the punditry. We didn't change the format, we just paid to stand behind it.
Results day gave us the A-level and GCSE films, asking people to comment their grades. Juice Burst is a school brand, so that isn't opportunism, it's the right week.
Comment your results
GCSE punditry
GCSE results reply
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
A format rather than a set of posts. Two people facing each other, mouths full of juice, trying not to spit while something makes them laugh: Gen Z slang read at them, fruit impressions, a slap across the face.
Same frame every time, one variable changed. Cheap, instantly recognisable, and it scales.
Gen Z slang
Fruit impressions
Slap challenge
The watermelon one, mid-go.
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, because refreshment is easier to hear than describe. I'm in one of them, POV: it's 4am and you have a dry mouth.
Watermelon rubber bands
Zest test
Melon spin test
Pint glass challenge
Cold fridge
POV, early morning
For the lady, perhaps
The results
Across 2025 the account did 65M+ impressions and 3.5M engagements, and made the BBC News front page and the Daily Mail.
Those are account-level numbers across all the work. Mine is a chunk of it, not all of it. The sponsorship idea and its BBC pickup are mine.
On the account
On the grid.
Apple, in the wild.
Sour, close up.