Work
21Seeds Serves Summer
The Overview
The goal of the 21Seeds Summer 2024 campaign was to connect with millennial women by tapping into their nostalgia for the early 2000s through a beloved cultural touchstone. By bringing back Rachel Bilson in her iconic role as Summer Roberts from The O.C., the campaign celebrated the show’s 21st birthday while embodying the fun, confident, and female-positive ethos of 21Seeds Tequila.
THE IMPACT
Through bespoke digital content amplified by press, consumer events, and social media, 21Seeds harnessed the power of nostalgia marketing. We worked directly with The O.C. executive producers Josh Schwartz and Stephanie Savage, to bring the ads to life. From location and production to background casting, hair, and makeup, the campaign recreated a contemporary extension of The OC’s world, capturing its timeless essence. This collaboration brought 21Seeds to the forefront of pop culture, introducing the brand to millennial consumers in an unforgettable way while celebrating a series that defined a generation.