In the AdProfit Junior -competition young designers and students create a campaign strategy based on a brief.
In 2016 competition the client Alko wanted to improve their accountability and conspicuousness with a fresh and engaging approach.
Our idea was to create and publish a comedy series "Selvinpäin" (Sober up) in Youtube, create a Sober September -challenge, establish Non-Alcoholic Product of the Month -advertising in stores, establish cooperation with restaurants, and create non-alcoholic tasting events. The campaign will influence public attitudes making non-alcoholic lifestyle an easier choice, creates a new phenomenon and engages the public in discussion about alcohol consumption.
Copywriter & Creative Mira Alhonen
Art Director & Creative Tiia Koskela