We pitched a campaign platform idea that evolved the current “Choose Harder” platform from a command to an invitation. And, in turn, helped their customers fuel the brag.
Campaign Platform: Harder Tale to Tell
In any sequence of events, the instant we choose HARDER is the moment we derail our destiny into something worthy. It’s like, science or something. So, let’s derail like hell! …and create HARDER tales so worthy of telling that people don’t believe them, though they’re as true as Abraham Lincoln’s fiery beard.
In any sequence of events, the instant we choose HARDER is the moment we derail our destiny into something worthy. It’s like, science or something. So, let’s derail like hell! …and create HARDER tales so worthy of telling that people don’t believe them, though they’re as true as Abraham Lincoln’s fiery beard.
How it works:
To solidify in consumers’ minds what HARDER is and what “choose HARDER” means, we’ll enable drinkers to experience (and tell) stories grounded in the HARDER brand, pushing them to always be nearly unbelievable, though always/maybe certainly true.
To solidify in consumers’ minds what HARDER is and what “choose HARDER” means, we’ll enable drinkers to experience (and tell) stories grounded in the HARDER brand, pushing them to always be nearly unbelievable, though always/maybe certainly true.
Role: Partnered with ACD, Copy to develop the platform and tactics
