01 / CAMPAIGN

Liquid Death — Raising Hell

Liquid Death’s fans grew up and had kids. So did Murder Man.

Client

Liquid Death

Campaign

Raising Hell

Program

Book180

Team

Dev Patel

Griffith Pool, Art Director

John Delaney, Copywriter

Raising Hell — series intro

The people who made Liquid Death famous are in their thirties now. They have jobs, mortgages and babies. Everything around new parents tells them to calm down and grow up. We don’t think they should have to. You can become a parent without becoming somebody else.

Growing up without growing boring.

Raising Hell, the series.

Murder Man and Hell hunting in the forest

Meet the family.

The dad

Murder Man

Liquid Death’s resident agent of chaos, now facing his most brutal challenge yet: fatherhood. He refuses to let being a good dad mean being a boring one.

The (murder) baby

Hell

Murder Man’s newborn and new partner in crime. Hell is proof that kids don’t need perfect parents. They need parents who show up as themselves.

The mom

Hannah

The voice of reason in a deeply unreasonable family. She wants Hell to have a normal childhood. Murder Man keeps showing her that great parenting doesn’t have to look normal.

Home, sweet hellhole.

Short animated episodes are made for social. Each one drops Murder Man into an everyday parenting moment, like trick-or-treating, the drive to daycare or a backyard party, and lets him handle it his way.

Made for the feed

Episodes live on Reels, where new parents are already scrolling at 3 a.m.

Every episode comes with something you can actually buy.

Each story sets up a real product or event, so the show sells without ever feeling like an ad.

The episode

Hell pulls the heads off his stuffed animals. Murder Man doesn’t stop him. He joins in, and the two of them spend the afternoon stitching together brand-new monsters.

The product

Ouija Babies: mix-and-match plush with swappable heads and limbs, plus a Murder Man of your own. Kids build their own abominations.

New dads lose their friends.

The shows stop. The group chat goes quiet. Making friends as an adult is hard, and making them as a new dad feels impossible. So Liquid Death sponsors stroller clubs across the country: a place for new dads to show up, crack a can and make real friends.

Community for the new chapter.

Murder Man walking with the Stroller Club

The official Stroller Club stroller, can holder included.

The Stroller Club Soapbox Derby

Dads build souped-up strollers and race them down the block while the neighborhood cheers.

Snack-rificial Offerings

The episode

Murder Man takes a break from his busy life of murdering to watch Hell’s soccer game, and murders a few thirsts on the sidelines.

The product

Liquid Death snack packs and a heavy-duty cooler. The underworld demands custom hardware to keep your offerings cold and lethal.

Murder Man handing out Liquid Death snack packs at Hell’s soccer game

Liquid Death × Little Tikes

Two backyard classics, possessed. The Cozy Coupe now comes in hearse. The Water Dive is a playhouse built like a dive bar, stocked with Liquid Death.

Cozy Coupe, hearse edition

Water Dive playhouse

The Raising Hell PR box

A launch kit for parent creators: a Murder Man plush, a Liquid Death baby bottle, bobbie organic formula and a crib mobile made of severed limbs and eyeballs.

Rebel Responsibly.

Bus shelter posters: Raise Hell. Carefully.

Bus shelter posters: Summon the Darkness. Not That Dark.

Raising Hell

A Book180 campaign for Liquid Death.

Team

Dev Patel

Griffith Pool, Art Director

John Delaney, Copywriter

Keep going

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