42 Below Because We Can

42Below, the world famous New Zealand vodka brand, has commissioned a set of online films using the tag line, “Because We Can”. 42Below decided to create a web based movement to celebrate people who live by their own rules and those who follow their own dreams. They wanted a platform to unite the free thinkers, the independent spirits, the creators and the artists of the world. Australian creative collective The Glue Society was commissioned to start the movement with a group of actors in white suits, online at today’s site of the day, www.becausewecanonline.com

White suited actors in 42 Below Snow Man commercial

The Because We Can campaign has been launched online at www.becausewecanonline.com (available for people of legal drinking age), Facebook, Twitter, Flickr and YouTube.

42Below is offering USD$4200 for the best submission of a video of events and activities that have been created to capture the sense of “adventure, curiosity and the concept of “Because We Can.” Film directors have until 12.00GMT time on the 31st November to create and submit their own video at www.becausewecanonline.com.

42 Below Beach Dolls

Beach Dolls

Men in white suits use the cover of night to position a squad of sun soaking dolls on Bronte Beach, NSW Australia, ready for the morning. Music is by “Sunshine Recorder” by Boards of Canada. Click on the image below to play the video.

42 Below Mountain Chair Arch

Mountain Chair Arch

The white suits create an arch of plastic chairs on top of Cardrona, in New Zealand’s South Island. Music is by “And Then Patterns” by Four Tet. Click on the image below to play the video.

42 Below Car Wrap

Car Wrap

Random acts of kindness in the middle of the night. Music is Gyroscope by Boards of Canada. Click on the image below to play the video.

42 Below Crate UFO Spaceship

Crate UFO

In August residents of Glenorchy in the South Island, New Zealand, were mystified by the antics of white-suited figures who seemed to be attached to a weird light-emitting UFO. When they got close enough to look, the white suits were gone. The UFO was made of milk crates. Music is Felix Laband. Click on the image below to play the video.

The Cycle of Power

A white-suited beach goer discovers what it would have been like for Gulliver in the Land of Lilliput. Click on the image below to play the video.

Sand Surfers

A stop motion animated exploration of sand surfing, complete with sand waves. The video clip was made by an experimental videographer Steve McDonald based in South Africa. He and his crew shot the clip over an 8 day period on Cape Town’s Clifton 4th beach. Click on the image below to play the video.

Look out also for Cupcakes, Harbour Reassurance, and a host of other videos emerging on the site.


The Because We Can campaign was developed at The Glue Society, Sydney, with editing work done by Mark Burnett at The Editors and production at Radical Media with director of photography Rob Marsh, still photographer Derek Henderson, photography producer Benjamin Hams at MAP. Music is being produced by Anton Hiscock at Trailer Media.

Jonathan Kneebone of The Glue Society said: “Our approach is all about bringing brand’s personalities to life – but it is rare that we get to use our experience in the art world to create something for a commercial client.”