Similar to beer, cider drinkers have been moving away from the mass-produced (i.e. sugary) ciders and into smaller batch, less sweet craft options. When it comes to cider, Angry Orchard is unapologetic about its attitude towards purity. So when it came time to launch their first campaign in Canada, we knew we needed to demonstrate the quality of Angry Orchard hard cider. We leaned into the playful attitude and sass from the brand’s iconic apple tree label and created a series of 6s animated videos on social media that are not so sweet.