The Client: Heineken U.S.A.
The Challenge: Decouple the phrase Drink and Drive and encourage consumers in urban environments to make a definitive choice- drink OR drive.
The Insight: Millennials living in the cities are influencers and set trends. Therefore, they have the power to change drunk driving behavior and create disruption.
The Concept: A Post-DUI world where drunk driving is extinct. City dwellers are so passionate about pursuing their dreams and have already made their choice.
They are the #GenerationDriven
Location: JFK Airport, NYC
"Welcome to NYC, the city of diversity.
We all come from different backgrounds but have something in common: when we drink, we never drive" .
Location: Hartsfield–Jackson Atlanta International Airport
"Welcome to Atlanta, the cultural capital of the South.
This is how we do it in the A: when we drink, we never drive".
Location: 610 Highway, Houston
"Welcome to Houston, the innovation hub of America.
Inside or outside the loop, when we drink, we never drive".
Location: Times Square, NYC
"Welcome to NYC, the city of Inclusion.
No matter where you come from, we're glad you're here.
Just know one thing: when we drink, we never drive".
"I explore, create and live my passion. I'd never do anything stupid to jeopardize that".
"Seeing the energy of NYC made me want to only move forward.
Why bother with something that’s so outdated?"
Video credit: Ken Sheldon, Troy Mitchel
‘Heineken Happy Hour’ will be a promotion to simultaneously engage bar owners, bartenders, and consumers. We will place the Heineken happy hour map on LinkNYC featuring the bars that will run the promotion each day in each area, and the closest means of public transportation.
Our consumers can claim a complimentary Heineken after sharing a post using our campaign’s hashtag: #GenerationDrivenNYC.
Bars will have promotional customized coasters that will create engagement between bartenders and their consumers.
"Let's get a beer after work and find out if we hate the same co-workers".
"It's not rocket science".
"We love beer more than Kanye loves Kanye".
ofc when we drink, we never drive.
A friendly competition between the three cities, that will promote Heineken’s latest campaign efforts to eliminate drinking and driving.
The objective behind this inter-city challenge between New York City, Atlanta and Houston is to monitor DUI rates, and have the cities engage with each other to encourage citizens to make smarter decisions.
Heineken will install digital trackers that will display these numbers publicly in real-time, for citizens to be informed and aware of their city’s DUI rates. These numbers will be monitored and updated on a weekly basis in order to motivate citizens to make smart decisions, and be a part of a good cause.
Heineken proposes to throw the winning city a block party for citizens to participate, and celebrate their city’s victory and living proudly in a post-DUI world.
The Mayor and citizens of each city will be encouraged to use social media platforms to post and share their city’s success by using #GenerationDriven on Twitter, Facebook or Instagram.
Heineken will install digital trackers that will display these numbers publicly in real-time, for citizens to be informed and aware of their city’s DUI rates. These numbers will be monitored and updated on a weekly basis in order to motivate citizens to make smart decisions, and be a part of a good cause.
"Come on New York, our numbers are dropping. Let's kick some...peach!"
"Atlanta, let's keep our numbers dropping.
New Yorkers are obviously too busy for that!"
Location: Hartsfield-Jackson Atlanta International Airport
"Goodbye.
Don't forget, life is peachy.
When you drink, never drive".
Location: Houston George Bush Intercontinental Airport
"Goodbye.
Houston's awesome and so are you.
When you drink, never drive".
Location: Highway I-95, NY
"Goodbye.
Take some New York attitude for the road, when you drink, never drive".
The Creative Team:
Tung-Han Lin (Art Director)
Ge Yan (Graphic Designer)
Liana Pantzari (Copywriter)
Client: United Nations, Life Below Water Global Goal
The Challenge: People don't think of cigarette butts as trash, yet they are the most commonly found form of ocean litter
Concept: Your seafood might come with a side of cigarette butts
"Not the smoked fish you had in mind?
Each year 4.5 tones of cigarettes butts find their way to the ocean intoxicating fish and other marine life.
Help us #KeepButtsOffTheBeach
Visit conservancy.org ".
"See anything fishy?
Each year 4.5 tones of cigarettes butts find their way to the ocean intoxicating fish and other marine life.
Help us #KeepButtsOffTheBeach
Visit conservancy.org ".
"Still wondering what's the catch?
Each year 4.5 tones of cigarettes butts find their way to the ocean intoxicating fish and other marine life.
Help us #KeepButtsOffTheBeach
Visit conservancy.org ".
"And you thought your go-to sushi place was smoke-free.
Each year 4.5 tones of cigarettes butts find their way to the ocean intoxicating fish and other marine life.
Help us #KeepButtsOffTheBeach
Visit conservancy.org ".
Location: Local fish markets
We will put cigarette butt piles next to the fresh fish in the local fish markets to bring awareness to this problem.
Ocean Conservancy’s Volunteers who participated at the International Coastal Cleanup initiative (ICC) will be there to share information and talk to the consumers about the some 2m cigarette butts they collected last year.
Perhaps the shock of realizing cigarette butts returning to them on their dinner plates will help bring that message home.
We will put bins in popular beaches to encourage people not to put out their cigarettes in the sand.
The Client: Central Park: Where Are the Women
The Challenge: The absence of sculptures honoring real women in New York City reinforces the view that women have not made notable achievements to our society
The Concept: If Central Park won't erect statues of famous women, we'll put them there ourselves
Case Study
Creative Team: Megan Fullagar, Karina Ramos Salce, Marta Mugika, Ben Kent, Liana Pantzari
The Client: UJA - Federation of New York, Here Now
The Challenge: Stigma keeps teens from mental health treatment
The Insight: When dealing with a mental health issue, the worst part is pretending you don't.
The Concept: Take control of the elephant in the room. Share your truth to help others
"Truth is...hiding in plain sight is exhausting.
Nobody should deal with their mental health issue in silence.
There's strength in talking about it.
Join the movement at www.projectherenow.com and #ShareYourTruth ".
"Truth is ...I am mentally drained from pretending I'm happy on social media.
Nobody should deal with their mental health issue in silence.
There's strength in talking about it.
Join the movement at www.projectherenow.com and #ShareYourTruth ".
"Truth is... filters can't cover up my everyday struggle.
Nobody should deal with their mental health issue in silence.
There's strength in talking about it.
Join the movement at www.projectherenow.com and #ShareYourTruth ".
Video Credit: Tung-Han Lin
"Faking a smile?
Truth is, it's not as easy as it looks.
Nobody should deal with their mental health issue in silence.
There's strength in talking about it.
Join the movement at www.projectherenow.com and #ShareYourTruth ".
Location: High Schools in NYC
We will place this Truth Booth in high schools and encourage students to write down on a piece of paper their truth using invisible ink.
Then stick that paper on the wall.
When lights go out, you are surrounded by all these truths, you are no longer alone.
The Creative Team:
Namrata Kupte (Art Director)
Tung-Han Lin (Art Director)
Ge Yan (Art Director)
Liana Pantzari (Copywriter)
The Client: Top Of The Rock
The Challenge: New Yorkers wouldn't be caught dead on The Top Of The Rock
The Concept: Showing amazing views from The Top Of The Rock, reminding them that the City is their own backyard.
The Client: Amazon Fresh
The Challenge: To inspire epicurean imagination to consider Amazon Fresh as the ultimate place for a foodie to buy their ingredients from.
The Insight: Imported food products are considered of premium quality
The Concept: Why travel to find the best of ingredients when you can get them delivered by Amazon Fresh?
"Particular about your coffee? So are we.
More than 20,000 of the world's finest ingredients, now delivered to your doorstep by Amazon Fresh" .
"In need of the perfect aged? Look no further.
More than 20,000 of the world's finest ingredients, now delivered to your doorstep by Amazon Fresh".
"Looking to spice things up? We got you covered.
More than 20,000 of the world's finest ingredients, now delivered to your doorstep by Amazon Fresh" .
