Viper and DEPT® enlist Sjaak to claim the pre-party moment
This week, Viper launched an engaging summer campaign in which the hard drinks brand transforms the familiar social phenomenon ‘Sjaak Afhaak’ (someone who bails last minute) into ‘Sjaak Aanhaak’ (someone who joins in).
Starring in the campaign: Artist/actor Sjaak, bringing his recognisable energy and humour, this time, with a Viper in hand.
With this campaign, Viper aims to re-energise young people who often skip out on social plans at the last minute, encouraging them to reconnect spontaneously. The digital-first campaign was developed and executed by digital agency DEPT®.
Claiming the Pre-Party
The pre-party sets the tone for the rest of the night, which is why, for Viper, it’s the key moment to activate people. It’s crucial to have all your friends there at the start of the evening. That’s where the tension around the term ‘Sjaak Afhaak’ lies, and that’s exactly where Viper steps in: to pull everyone back toward the party. The result is a light-hearted, culturally rooted campaign full of energy, relatability, and flavour.
“With this campaign, we don’t just want to show what Viper stands for, we want to literally get people moving. Everyone has dealt with a ‘Sjaak Afhaak’ in their friend group at some point, and Viper wants to give that a positive twist. Together with artist Sjaak, we’re bringing that energy back, exactly as Viper is meant to be.
”Simonette Zimmerman, Brand Activation Manager at Viper
“With Viper, we want to stay closely connected to the culture and use a good dose of humour to inspire our audience to take action. Sjaak immediately struck the right tone for ‘Sjaak Aanhaak’: full of energy and healthy self-deprecating humour.
”Ramin Bahari, Creative Director at DEPT®
The campaign was developed and produced by DEPT®, in collaboration with audiovisual studio Het Rode Balletje, and kicks off this week with a fully digital-first social campaign across the channels of Viper and Sjaak.
