Sodaly
I worked with Coco Dawson and Claire Tauro to create a 2.0 version of the Taboo Group's Sodaly Addicted campaign. We were tasked with creating a OOH and PR activation based campaign that keeps the 'Get Sodaly Addicted' tagline, but expands upon the idea. So we decided to explore what often happens when someone’s addicted, an individual getting busted with their drug of choice. So, we created our campaign 'You're Sodaly Busted'.
OOH Billboards
PR Activation
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.
