What ‘A Hard Earned Thirst’ looks like in 2024.

In VB’s first brand ad in a far-too-long time, we wanted to give the people what they wanted — staying true to VB’s classic, memorable advertising roots. But, we also needed make something that felt modern and progressive. So, we chose to elevate and celebrate the skills of some of Australia’s hardest workers, showing that a hard earned thirst doesn’t just take brawn, it also takes skill, akin to some of humanities greatest mathematicians and physicists.