THE BRIEF
NotCo is a FoodTech unicorn ($1.5bn valuation) that is revolutionizing the food industry by using artificial intelligence to create elevated plant-based food. We love challenging the status quo, and we are not afraid of embracing bold ideas. Our philosophy is to always ask “WHY NOT” and to strive to do something unexpected.
THE TASK
Help NotCo launch NotHangover, a new probiotic shot which helps mitigate the effects of alcohol the day after (aka hangover). Yes, we are working on that product. You are welcomed!
AUDIENCE
The target audience for NotHangover is the following:
● Party Animals: Students / Young Professionals / Young People at heart who want to go and have a great night out, but know that they have to work or study the following day.
● Tech Nerds: People who are obsessed with the latest tech, are early adopters when it comes to AI.
● Party Animals: Students / Young Professionals / Young People at heart who want to go and have a great night out, but know that they have to work or study the following day.
● Tech Nerds: People who are obsessed with the latest tech, are early adopters when it comes to AI.
CONSIDERATIONS
We would like you to create a launch campaign for NotHangover to be deployed in the USA featuring creative concepts and messaging unified across multiple channels. The objective is PR and Social Media buzz.
F*** HANGOVERS
Created by Art & Copy Duo Elaine Hu & Margarita Tsetsekas
You know how when you’re out drinking,
you’re making a deal with the gods of fun that you’re gonna pay for tonight with tomorrow? We relate to this more than we wish we did. Hangovers are the #1 cause of “GOD DAMN IT” the next morning, ravaging the 20-30 year old demographic. So to fight back, we’re launching a campaign that we think the aforementioned public will strongly resonate with. Presenting: F*** HANGOVERS.
We launched on social media, print, and XM design - targeting areas where we know we can find the demographic. Whether doom-scrolling social media in bed, at our large-scale pre-party in partnership with Electric Zoo EDM Festival, or even puking/otherwise taking care of “business” in a bar restroom, you’ll be sure to want a taste of our NotHangover life hack.
We launched on social media, print, and XM design - targeting areas where we know we can find the demographic. Whether doom-scrolling social media in bed, at our large-scale pre-party in partnership with Electric Zoo EDM Festival, or even puking/otherwise taking care of “business” in a bar restroom, you’ll be sure to want a taste of our NotHangover life hack.
We said it.
F*** hangovers.
Programs Used:
Premiere Pro, Photoshop, InDesign, Illustrator
Premiere Pro, Photoshop, InDesign, Illustrator
CREDITS
ELAINE HU
Copywriter & Video Producer
Copywriter & Video Producer
MARGARITA TSETSEKAS
Art Director & Narrator
Art Director & Narrator
PROCESS
STEP 1
Market Research & Data Collection
Market Research & Data Collection
STEP 2
Make a Moodboard
Make a Moodboard
STEP 3
Establish Brand Voice & Visual Identity
Establish Brand Voice & Visual Identity
STEP 4
Begin Copywriting & Mockups for (old) Campaign Direction
Begin Copywriting & Mockups for (old) Campaign Direction
STEP 5
Get Writer's Block
Get Writer's Block
STEP 6
Pivot, Adapt, & Write for New Campaign Direction
Pivot, Adapt, & Write for New Campaign Direction
STEP 7
Execute Final Mockups & Present Strategy
Execute Final Mockups & Present Strategy
