Bonjus 3xTheFun //
The Bonjus juice is an extremely well-known and almost ancient-to-the-point-of-tradition drink which has been enjoyed by countless generations of Lebanese citizens. A lack of advertising for this unique product pushed us to create a multi-visual, multi-platform advertising campaign which span from print and outdoor media, to TV, radio and social media. Our group came up with the concept of "3xTheFun" since the Bonjus pyramid's packaging design has three sides, and traditionally, everyone drank it and performed the 'ritual' of popping it after finishing the three steps (drink it, inflate it, pop it).
Using these three steps, our outdoors campaign took the form of three large billboards, separated 100 meters from within each other, and on each one, we would see the typographical (word) equivalent of the steps. Only the final billboard featured the actual product and logo so that the viewer would know what was being advertised.
The magazine print approach took the verbal approach and made it visual: We put the Bonjus on three different pages distributed across the magazine spreads and showed it in its form during the three phases/steps, with the exception of the last one having a hashtag to promote the campaign.
For social media, we utilized Instagram's new "Select Multiple" feature, and in one promoted post, we put the three steps on separate photos which the users could swipe through. The social media campaign was based on asking the users to share their three steps with us using the hashtag #3xTheFun and participate for the chance to win a trip to the Bahamas.
The radio ad is an auditory manifestation of the three steps. To keep it short, simple and effective, we recorded the sounds made by the Bonjus once it's completely drunk, inflated and popped at the end. This was followed by our campaign motto towards the end of the broadcast so that listeners would be able to identify it as part of the campaign.