CHPA (CONSUMER HEALTHCARE PRODUCTS ASSOCIATION) - NOBODY LIKES THEMSELVES ON LEAN
THE BRIEF Create a short form social campaign that turns teens away from consuming DXM / ‘lean’ (OTC cough syrups + sprite).
THE CHALLENGE Grabbing attention with Gen Z in ways that don’t feel like a parent or authoritative parental figure through existing social platforms.
THE SOLUTION With a generation obsessed with social media status, driven by likes, loves and self image we knew that nothing strikes fear more than social shame gone viral. Our campaign dialed up the negative site of the double tap with the idea that “Nobody Likes Themselves on Lean.” For our visual treatment we pulled lighting and aesthetic inspired by the emerging hit show at the time, Euphoria. The result was a short and not so sweet depiction the counter effects of robotrippin.
