SCHOOL OF THOUGHT
CONTINUOUS BRIEF 2023
Client: Lucozade
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Products: Lucozade Energy
Media: Ambient
Audience: Hungover City Dwellers
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Problem: Lucozade in the real world is associated with two things: hospital visits and the morning after the night before. Let's acknowledge this, with a campaign that shows how real people use Lucozade by showing up in unexpected places in the world they live in.
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Insight: With students in every city, it's only fitting to focus on these boozy city dwellers, and what do drunk students love most? Traffic cones! They're notorious for waking up to find a traffic cone in their bedroom/halls. Why? Who knows.
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Idea: Lucozade will craft, drunk double vision inspired traffic cones placed in cities and universities, anticipating theft by drunk students. With the mission accomplished, Lucozade will have infiltrated students halls across the UK.
Execution: Announcements on social media and strategically placed cones throughout the city will entice students to discover and bring them home. Once they're home the goal is to create a subconscious association, so every hungover moment prompts a thought of reaching for Lucozade.
Experiential: The morning after, Lucozade will have Hangover Pit Stops on busy routes to Uni. Grab a free Lucozade if you're hungover and get to your lectures prepared.
Product: The Lucozade bottles handed out will have a one-of-a-kind double-vision logo.
