Brief: Create a conversation around drinking habits with Pacific youth in New Zealand using social media. 

 

The idea: The Y Tribe challenge.

9 tribes were created and tasked with the challenge of creating their own ad for the Yeah, Nah campaign. 

 

Results: 9 YouTube videos. Views: 60,000 views in 14 days. Twitter reach: 30,000 +.

14,000 Official YTribe Followers. National TV coverage. 

Official Y TRIBE YouTube channel. 

National TV coverage of The Y Tribe Challenge launch. Part 2.