IRN-BRU | #TheBruzer

The Brief

With Irn-Bru sponsoring WWE Live at the SSE Hydro, Scotland’s iconic drinks brand was looking for a way to engage with wrestling fans on social media in a ballsy Irn-Bru style. A video was required to encourage people to enter a competition to win two hospitality tickets for the big event. Cue #TheBruzer.

The Process

Bringing to life Colin Montgomery’s creative, Tanami and The Leith Agency worked closely together. With a background in comedy, Director Will Herbert was certainly right for this job. The project demanded a very quick turnaround – with less than a week to source a location, cast two very different characters and find an XXXL ‘on-brand’ leotard! Although not a particularly long filming day, the shoot was pressurised in the sense that we only had two replica balsa wood cabinets to destroy. This meant the climatic chest-breaking feat needed to be a one (well, two) take wonder from Stephen, our Bruzer.

Group shot

The Result

The resulting video was a square 1:1 format. Square video, as opposed to more traditional landscape format, has grown in popularity over the last few years – particularly on mobile devices. The 30 second video was posted on Facebook, with a series of shorter clips being distributed across other channels. Clocking up 50k+ views on social media, the video sparked discussion among fans using the hashtag #TheBruzer.


Head behind the scenes of @TanamiHQ via Instagram

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