My response to a YCN brief that asked us to create a campaign aimed at students for Effect – a drink that intends to keep you mentally energized. 

I created a series of posters which altered well known phrases to imply that you would be better if you drank effect. These range from phrases that can be instantly decoded to ones that require a little extra thought.

These would be placed in environments that allowed you the right amount of time to understand them. For example on tube escalators there would be more simple posters which require very little working out, whereas on the tube where you had plenty of time to think the posters would become more abstracted.

This could be applied into an ambient campaign that used the environment to reinforce effect's message:

To accompany the campaign I created a Freshers' Pack which held a number of items that supports the idea that effect makes you work better or faster.

To add a cheeky element to the campaign I looked at using existing brand's posters and adjusting the message to promote effect:

This could also work with competitor brands such as Red Bull: