You’re Crazy When You’re Sober.
People sacrifice personal identity for a perceived better social life. Athletic Brewing Co. realizes how Gen Z is envious of an unfiltered lifestyle, with or without the buzz.
AD: Laura Benoit
PHASE #1
The campaign launch encourages Gen Z to share a sober story that’s ‘100% you,’ whether it’s funny, embarrassing, borderline unbelievable (or all of the above).
Influencers share first (as part of the launch) to encourage people who otherwise wouldn’t participate first.
PHASE #2
User generated content piles up with stories you never thought would happen while sober.
The best ones are re-posted on Athletic social channels and made into napkins + coasters for bars that sell Athletic Brewing.
For the ‘not so much a bar person’ type, re-designed packaging encourages the same fun with a twist on an old classic.
Truth AND Dare is for those who don’t pause to tell the truth or do the dare (or both in one go-around).
