Brief
Create a part 2 to the Taboo Group's Get Sodaly Addicted campaign.
Problem
People don’t know Sodaly is a tasty soft drink option that has the health benefits of kombucha without the acquired taste. Meaning, they can actually enjoy themselves without the guilt.
Insight
People do scandalous things when they’re addicted, despite the risk of getting busted.
Target Audience
Trendy Trailblazers (people 18-35) who want to enjoy themselves without the guilt
SMP
When you get caught red handed drinking a Sodaly, guilt is turned into greatness.
Creative Idea
You're Sodaly Busted was created as a continuation of the addiction storyline further by bringing in a consiquence of addiction, aka getting busted with your drug of choice. With Sodaly, addiction can be the best thing that’s ever happened to you. When you get caught red handed drinking a Sodaly, guilt is turned into greatness.
The idea?, We invite people to steal Sodaly from the ‘drug den’.
The task? Try not to get busted.
This is what participants would see when they arrive at the pop up.
The PR event we created is called ‘Sodaly Heist’. To get people involved, we created Out Of Home billboards. These feature a Call To Action to get viewers to text Sodaly. We added crime scene visuals to hints to the events 'dodgy aesthetic’.
See below the text the audience would receive back. Only 50 participants would get chosen to recieve the event details.
This floor plan outlines the journey participants would go on to attempt to steal the Sodaly stash without getting busted by the dealers.
Ready... Set... GOOO!
The participant is off running through the drug den. Are they Sodaly Addicted enough not to get busted?
They find the stash in record time!. But they hear the door creak behind them anddddd.......
BUSTED!!
The participant has been caught and brought into the interrogation room. They think they're in deep sh*t...
But no!
They've actually just won a year's supply of Sodaly.
This proves our point, getting busted with Sodaly is guilt-free.
I collaborated with Claire Tauro and Coco Dawson to create this D&AD Submission. We all worked together to develop this campaign, however I worked primarily in the Art Director role, Claire worked mainly in the Copywriter role and Coco worked as strategy.