F*** HANGOVERS
Industry
Advertising
Client
NotCo
Type of Project
Advertising campaign
Date
May 2024
Create an advertising campaign for the international competition "Young Ones One show 2024". The campaign is for the launch of a drink, Not Hangover, to be deployed in the United States.
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!
THE 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.
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 said it.
F*** hangovers.
