Kick the caffeine
Brief
To develop and launch a new campaign that asked people to give up caffeine in January (a hard sell, right?) to raise vital funds for the NSPCC.
Approach
The brief outlined the importance of having lots of concepts to choose from, so I delivered six different routes, including: ‘No brew crew’, ‘Miserable mugs’, and ‘Calm your cravings’, which involved people meditating to alleviate their caffeine cravings!
To help encourage participation, I wanted the visual style and tone to feel playful and fun—in direct contrast to the January blues.
Results
The winning route – ‘Kick the caffeine’ used energetic characters physically kicking cups of coffee, which helped to grab attention.
Year: 2021
Ideation | art direction | website | paid social
Project completed at NSPCC in-house team