For my Advanced Graphic Design course, I was asked to develop an ad campaign for one of six provided creative briefs. The briefs are part of a student competition called Young Ones, facilitated by The One Club, a non-profit advertising group that "supports and celebrates the global creative community." I was placed into a group with fellow designers Andrew Russo and Annie Huynh. Together, we decided to pursue the opportunities presented by NotCo's brief.
NotCo, a FoodTech unicorn valued at $1.5 billion, is known for its innovative plant-based food created using artificial intelligence (AI). Their latest project, NotHangover, aims to launch a probiotic shot that mitigates the effects of alcohol consumption the day after, targeting young partygoers and tech enthusiasts. The product, developed by their AI chef Giuseppe, breaks down acetaldehyde, the byproduct of alcohol, reducing hangover symptoms by at least 70%. NotCo seeks a launch campaign focusing on PR and social media buzz in the USA, aligning with their brand personality as a challenger brand, geeky foodie, collaborator, and street-smart innovator.
The NotCo project/competition is seeking designers to create a launch campaign for their new product, NotHangover, a probiotic shot aimed at reducing the effects of alcohol consumption the day after. Designers are tasked with developing a campaign that will generate PR and social media buzz in the USA. The campaign should resonate with the target audience, which includes "Party Animals" (students, young professionals, and young-at-heart individuals who enjoy nightlife but have responsibilities the next day) and "Tech Nerds" (those interested in the latest technology and early adopters of AI). Designers should consider the brand personality of NotCo, characterized as a challenger brand, geeky foodie, collaborator, and street-smart innovator. The goal is to create a campaign that aligns with NotCo's brand ethos and effectively communicates the benefits and uniqueness of the NotHangover product to the target audience.
As the group work was split up, I was primarily responsible for creating the packaging, representing the brand, and, most importantly, giving each flavor a proper visual and tangible aspect. From the introduction of the project, my heart was set on bringing the concepts of the three flavors (pre-established by the brief) to life.
This is a brief representation of my group's initial thoughts going into this project. We considered all aspects of the brief, what NotCo was requesting from the designers, and how we could make this campaign catch the attention of their target audience.
