Remedy
The Creative Process
The original execution "All of the Good, None of the Bad" was predictable. To move past this, I started again by listing every possible angle the SMP connected to, trying to look outside the box for a more creative approach. Word association guided the process, which led me to sugar and poison. I kept tweaking until the headlines had the impact I was aiming for. After adjusting the copy to fit the big Idea, the art direction fell into place.
Big Idea
Think before you drink.
Executions
OOH
Social Media
OOH
PRODUCT Any of the ‘Kombucha’ range
TARGET AUDIENCE Regular soft drink consumers i.e. people who would normally buy sugary drinks like Coke, Fanta etc.
SMP You don’t need sugar.
MANDATORIES Remedy logo, Remedy Product
