Embrace Your Cool Campaign
Client: Club Shandy (via Genie Intel) | Services: Billboards, Posters, Motion Graphics | Year: 2024
The Challenge
The campaign was designed to target young, socially active drinkers who enjoy having fun in public spaces while maintaining composure and control. The focus was on promoting a low-ABV (alcohol by volume) beverage as the ideal choice for this audience; one that aligns with their lifestyle of intentionality and self-awareness. The brand also aimed to position its consumers as forward-thinking individuals who are not just trendsetters, but also mindful and responsible in their drinking choices.
The Approach
To address the challenge, I focused on highlighting the uniqueness of Shandy drinkers in contrast to their peers. The concept centered on the idea that the product gives its consumers an edge that enabled them to indulge with confidence, thanks to the intentionality behind their choice.
I revisited the brand assets I had previously developed during the brand refresh to identify visual elements that could enhance the storytelling. Existing assets like the lemon slices were incorporated, while others, such as the signature sunglasses, were created from scratch to further distinguish the characters in the campaign.
I then partially illustrated unique clothing styles and the iconic sunglasses to evoke an aesthetic of cool, assertive individuals who are fully in control and confident in their self-expression. Several rough concepts were developed to explore this idea before final selections were refined and brought to life.
The Value
The campaign not only achieved its goal of appealing to intentional young drinkers, but also produced a rich library of brand assets that extended far beyond the initial visuals. The illustrations and character-driven elements were repurposed across various merchandise including t-shirts, stickers and drinkware helping to strengthen brand visibility in everyday moments. These assets became an integral part of the brand’s presence at events and block parties, creating consistency and recognition in high-energy social environments where the product’s target audience was most engaged. The work demonstrated how strategic design can go beyond static campaigns to build a vibrant, lifestyle-oriented brand ecosystem; one that lives both digitally and in the real world.
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— J. Mensah, Project Manager, XYZ Ltd