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Solo: Flat Pack Dude

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For Australians, Solo is much more than a lemon drink; it's a pillar of our culture. Since the 1970s, its advertising has always featured a solitary, macho figure aptly called the 'Solo Man'. This legendary character would go to great physical lengths to work up a sweat, like canoeing over huge waterfalls and wrestling crocodiles. To quench his thirst, he'd drink a whole can of Solo in the most epic way imaginable. Australian men are wrestling a lot less crocodiles these days. It's a shame. But Solo recognised there was more connection and humour to be made by speaking to a more modern man's thirst, which can be earned through a number of painstaking tasks, like building a costume for your daughter's school play.
Credits Other credits

Photography Production Company: Coco Productions

Senior Designer - Pat Sofra

Strategic Planning Partner - Harley Augustine

Project Director - Emily Gray

Multimedia Producer - Zoe Watts

Stylist - Lauren De Innocentis

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