PSA Campaign
Digital/Print
Know Your Limit
Smirnoff
Personal Contributions:
Creative Direction
Strategy
Production
On-Set Direction
Copywriting
Video Editing
Collaborators:
Maura Chandler- Art Director
Wisdom Warner- Photographer/Videographer
Problem
In response to Covid 19, people lost all boundaries with alcohol consumption as a form of comfort. As we have started making strides back towards our “normal” day to day, those habits have carried in to public situations.
Insight
Alcohol sales doubled during covid because people didn’t know how to cope with their new normal. Now that we have transitioned back outside, its’ important to remember that what was acceptable at home won’t be in public.
Solution
Keep Smirnoff’s playful ‘fun friend’ reputation while calling on their audience to set boundaries and define their relationship with alcohol. We're showing scenarios that most would agree that you don't want to find yourself in to reiterate the importance of knowing the line between being ‘drunk’ and being ‘blackout’.
The Ask
Increase physical accessory sales: Verizon is wanting consumers, regardless of their wireless carrier, to think of them when they need mobile or home tech accessories and to shop the store in person
'Know Your Limit' is a PSA campaign for Smirnoff to have a light-hearted intervention with their audience in the post-covid world because they're here to bring the fun, not the regrets.
The heart of this campaign lives online in video and still formats with the goal of not only Smirnoff sharing across all platforms, but also our audience sharing among each other. We want buzz that shares a real message.
Sharing on Socials
We're going Viral.
Still Content
A series of situations where we can all agree it's socialy unacceptable to drink too much: a friend's birthday, an office party, and family Christmas. This concept has the potential to continue with as many situations as needed and can be formatted for any social platform.
9:16 Format- TikTok, IG Story/Reel
16:9 Format- Youtube + Streaming Service Commercials
Video Content
Good date gone drunk. Our short form video shows how overconsuming alcohol can ruin a good thing before it even gets started.
We coined the copy system designed for this campaign '#DontBeLikeConfessionals'-allowing for our audience to easily take it and make it their own by sharing their personal overconsumption experience to help continue our awareness.
We placed vending machines filled with select tech accessories as a brick + mortar extension in big cities that allows Verizon to emphasize their physical convenience and increase relevancy and consumer awareness.
By downloading the 'Check Verizon' APP, consumers of any cellular provider are able to locate a vending machine closest to them and check the product inventory before they go. Once they're at the machine and ready to buy, they can complete their transaction through the app and feel instant gratification by retrieving their products on the spot.
Vending Machine 3D Designed + Rendered in Adobe Dimension
24/7 Tech Grab & Go Vending Machines
How can they forget you when you're always there?
Locations
In Airports
By Colleges
Outside of Best Buy,
Target, Walmart
In Shopping Centers
Public Transit Stations
Large Apt. Complexes
Inventory
Price Point: $-$$
Chargers + Cables [variety]
Portable Chargers
Phone Cases [few]
Screen Protectors [variety]
Headphones
Earbuds
Portable Speaker
Converters
Apple Pencil
We placed vending machines filled with select tech accessories as a brick + mortar extension in big cities that allows Verizon to emphasize their physical convenience and increase relevancy and consumer awareness.
By downloading the 'Check Verizon' APP, consumers of any cellular provider are able to locate a vending machine closest to them and check the product inventory before they go. Once they're at the machine and ready to buy, they can complete their transaction through the app and feel instant gratification by retrieving their products on the spot.
Vending Machine 3D Designed + Rendered in Adobe Dimension
24/7 Tech Grab & Go Vending Machines
How can they forget you when you're always there?
Locations
In Airports
By Colleges
Outside of Best Buy,
Target, Walmart
In Shopping Centers
Public Transit Stations
Large Apt. Complexes
Inventory
Price Point: $-$$
Chargers + Cables [variety]
Portable Chargers
Phone Cases [few]
Screen Protectors [variety]
Headphones
Earbuds
Portable Speaker
Converters
Apple Pencil
Bars and venues across the country already utilize Smirnoff promotional products to elevate their spaces- we're adding a new interactive poster to the line-up.
Our reflective distortion poster gives those looking at it a feeling that simulates being too intoxicated. In a sense, they are wacky version of themselves and it creates the perfect opportunity for our audience to stop and read our message printed on the poster, or snap a picture and continue to spread the buzz around our campaign.
Not Your Typical OOH
But it is Definitley
Photo-Worthy
Check What's Around
Map to find locations and available products in within their set distance and price range
Can filter by:
-All products available in set distance
-Accessory category
-Individual stores + vending machines
Check the References
Utilizing our ambassadors to curate mini-collections
"My home office tech go-tos"
Check the Differences
Select accessories for a side by side comparison to assist consumers in their product research
Check Out
Complete transation with card or Apple Pay
Klarna Payment Plan and
Buy in App, Pick Up in Store available
Problem
In response to Covid 19, people lost all boundaries with alcohol consumption as a form of comfort. As we have started making strides back towards our “normal” day to day, those habits have carried in to public situations.
Insights
Alcohol sales doubled during covid because people didn’t know how to cope with their new normal. Now that we have transitioned back outside, its’ important to remember that what was acceptable at home won’t be in public.
Solution
Keep Smirnoff’s playful ‘fun friend’ reputation while calling on their audience to set boundaries and define their relationship with alcohol. We're showing scenarios that most would agree that you don't want to find yourself in to reiterate the importance of knowing the line between being ‘drunk’ and being ‘blackout’.
Programs I Used:
Adobe Photoshop
Adobe Premiere
Adobe Illustrator
Know Your Limit
Smirnoff
Bars and venues across the country already utilize Smirnoff promotional products to elevate their spaces- we're adding a new interactive poster to the line-up.
Our reflective distortion poster gives those looking at it a feeling that simulates being too intoxicated. In a sense, they are wacky version of themselves and it creates the perfect opportunity for our audience to stop and read our message printed on the poster, or snap a picture and continue to spread the buzz around our campaign.
Not Your Typical OOH
But it is Definitley
Photo-Worthy
