The UK’s fastest Growing Soft Drinks Brand, MOJU is kicking off its first ever OOH campaign Wake Shake Boom, which has been developed by creative agency, Who Wot Why and media agency, Bicycle. The campaign positions its popular, and notoriously fiery ginger shot as an easy and integral part of your daily morning ritual. The campaign launches with MOJU’s first ever music video that introduces the habitual concept with the aid of a catchy track.

Consumers in the UK are always looking to shake up their morning routines, so MOJU has created a fun and engaging three step mnemonic that taps into this zeitgeist. MOJU’s aim has been to infiltrate the senses of the masses with sound, sight and ultimately taste. This has been put into action by way of a memorable music video, engaging posters and a unique temperature triggered billboard. The campaign has been created to guide consumers' understanding of the simple but effective good habit that can be started in an instant.

What is WAKE SHAKE BOOM?

WAKE

• Waking up the nation up from their slumpy energy slump

SHAKE

• Shaking the nation into a new morning routine

BOOM

• Firing up your day with a MOJU Ginger Shot

The music video’s original track, WAKE SHAKE, BOOM, is produced by Berlin based music producer Dom Edgley and co-directed by Sourcy's Ben Crocker and Alexis Tymon and Who Wot Why’s Conrad Swanston. The song is also available to stream on Spotify and to use on TikTok. The music promo, premiering on YouTube, features an over-cocky cockerel and a solo from a prima-diva piece of ginger.

The timely campaign hitting 80% of Londoners is physically illustrated through posters that go live across London from the 16th January. The striking lifestyle led imagery, shot by Tom Cockram at Probation Agency, pays homage to the music video and the triptych layout hints at a three-step guide to activating a routine. MOJU has featured key figures from their community such as Tyler Williams-Green, from their charity partner Outrunners and Andre Coggins from Track Mafia. A selection of posters will have digital activity included, allowing passers-by to download a voucher to access a free MOJU Ginger Shot that is redeemable in stores nationwide.

MOJU is taking over a billboard in Canary Wharf that uses real time technology to target consumers at different times of day. As the temperature drops, consumers will see unique MOJU messaging, offering tired commuters a free shot when they need it most.

Conrad Swanston, creative director / Sean Thompson, ECD and founder at Who Wot Why, said, “MOJU is an innovative product, and it needs an equally innovative idea to go with it. The WAKE SHAKE BOOM full-length promo and streamable music track on Spotify is designed to be the ultimate earworm, to help make MOJU ginger shots the go-to morning routine. Like all the great music in history, this track was written whilst consuming copious amounts of hard-hitting Peruvian ginger. With every shot came another lyric and before we knew it we’d created a fiery catchy monster.”