ABOUT

This project was for a D&AD competition brief that was set from Desperados. The task at hand was to create an experiential marketing campaign for the our generation (18-24 years) that hihglighted party a state of mind rather than a one off event. The idea behind this social experiential marketing campaign, which was entitled “‘BREAKTHEICE’, was to bring people together at parties through social dares, because what’s a better way of breaking the ice and meeting new people. The plan was to release a series of twenty-one bottles, each with a different dare, that will bring the people of the party together. The idea of having twenty-one dares is to celebrate the 21st anniversary of Desperados. People could then film or picture themselves doing these dares and upload them on to social media websites with the hashtag ‘#BREAKTHEICE’. Once someone has done all twenty-one they could win a prize.