To highlight the importance of consent to our Target Audience, we decided to hit them where it matters most: their social capital.
We created a fictitious vodka brand, then used some celebrities as it’s “Brand Ambassadors” – without their consent. This led to a flurry of anger online, with a lot of people asking them to sue. We eventually reached out to the celebrities and explained our idea. They loved it so much that they came on board and helped spread the message!
This campaign won the only award out of West Africa in the 2017 edition of Loeries, South Africa.