The archive · Marketing & Growth · Marketing decision · 2024–2025
White Claw's Home for a Claw flies busy friends home for one drink — D&AD Grand Prix
A billboard with a real helicopter flew too-busy strangers to their friends for one White Claw — 104 trips home, 1.4B impressions.
White Claw
What it had to solve
White Claw's research found 58% of US adults wanted more time with friends over the holidays, but 48% felt too bogged down by packed schedules. The 'Grab Life by the Claw' platform needed a holiday activation with real reach.
How it works
In December 2024, White Claw launched 'Home for a Claw' with VCCP and Edelman. A brand survey found 58% of US adults really wanted more time with friends during the holidays, while 48% felt too bogged down by schedules to make it happen.
The centerpiece was billed as 'the first-ever Out-of-Home that takes you home': a billboard complete with a real helicopter. Comedian and creator Brittany Broski recruited pedestrians who said they were too busy; each one boarded, gave the pilot a friend's address, and was flown to surprise that friend with a single White Claw before being flown back. The stunt ran as long- and short-form social content, and a contest gave five fans ultra-fast travel home by helicopter, jet or boat, worth up to $10,000.
The campaign beat every target: 1.4 billion impressions against a 500M goal, 5.3 million video views against 1M, a 700% increase in social engagement, and 104 trips home — the most successful activation in White Claw history. It went on to win the D&AD 2025 Grand Prix in the Wine, Beer & Spirits category.
Why it lands
- It makes the brand promise — time with friends — literally true instead of aspirational.
- The OOH unit does the work of a film: the proof of concept is the ad itself.
- Brittany Broski gave the stunt a human, funny driver rather than a corporate narrator.
What it did
1.4 billion impressions against a 500M goal, 5.3M video views, a 700% rise in social engagement, 104 trips home — and the D&AD 2025 Grand Prix for Wine, Beer & Spirits.
What you can take
Make the promise literal: instead of showing togetherness, deliver a real trip to a friend — the proof becomes the ad.
Since then
Beyond the December 2024 launch, 'Home for a Claw' became White Claw's most successful activation, earning global media coverage, and won the D&AD 2025 Grand Prix for Wine, Beer & Spirits as well as Shorty Awards recognition. It extended the 'Grab Life by the Claw' platform from slogan into service.
Sources
- White Claw Promotes Togetherness In Campaign Featuring Social Media Star
- Home for a Claw — The Shorty Awards
- VCCP Wins at D&AD and Shorty Awards 2025
- White Claw: Home for a CLAW
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