Not Hangover is a plant-based probiotic shot made with the objective of mitigating the effects of alcohol the day after, thus we ventured into the territory of not saying no to "why not?".
We analyzed our target audience's behaviors and discovered an aspect that had never been considered before. While we've all seen thousands of alcoholic beverage commercials, the focus has always been on crafting the perfect take. Actors sip and repeat shot after shot, yet no one has explored what happens after the camera stops rolling. The reality is that actors, like us, must continue with their normal lives after consuming these shots. To promote Not-Hangover, we hijacked classic ads, showcasing the aftermath of those who live the wildest parties on-screen, without facing the consequences the next day.
We analyzed our target audience's behaviors and discovered an aspect that had never been considered before. While we've all seen thousands of alcoholic beverage commercials, the focus has always been on crafting the perfect take. Actors sip and repeat shot after shot, yet no one has explored what happens after the camera stops rolling. The reality is that actors, like us, must continue with their normal lives after consuming these shots. To promote Not-Hangover, we hijacked classic ads, showcasing the aftermath of those who live the wildest parties on-screen, without facing the consequences the next day.
We reviewed films in the alcoholic drinks category, identifying the actors who would be the perfect match for our campaign. We needed those who were not only relevant but also had a strong relationship with alcohol beverage brands, and we hired them. We recreated these scenes with the same camera angles, props, lighting, and actors, capturing the magic of feeling well the next day after having a drink. Our campaign was strategically launched with a film during the most well-known pre-hangover day, where party animals and tech nerds meet: Super Bowl 2024. Additionally, we took over OOH, digital, and social media. Finally, we sponsored Super Bowl afterparties, attended by our campaign heroes.
Customers were able to join by simply purchasing Not-Hangover before the game and checking for invitations hidden under the caps of each bottle. We found out the best way to promote Not-Hangover: airing the ads after the ads.
School: Bendita Carpeta, Art Direction & Copywriting: Paula Zambrano, Alejandro Ortiz,
Video Edition & Motion Design: Paula Zambrano, Elizabeth Quintero.
Video Edition & Motion Design: Paula Zambrano, Elizabeth Quintero.
