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Common Ventures’ “Embrace the Squish” campaign for nudie reintroduces the Australian chilled juice brand’s core proposition—100% real fruit juice made from nothing but “squished” fruit—through a playful, sensory-led creative platform. Across out-of-home, BVOD, and social, the work visualises the juice-making process as a physical, almost chaotic act of fruit being compressed and transformed, with people shown surrounded or wedged between oversized fruit to emphasise freshness and authenticity. Building on nudie’s cheeky tone and recognisable “21 oranges” asset, the campaign extends into fast, humorous executions that exaggerate how much real fruit goes into each bottle, reinforcing the brand’s no-concentrate, no-added-flavour ethos in a bold and visually exaggerated way.Teams spotlight
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