High-level concepts developed for a Dry January activation. The ideas centered around friend-get-friend mechanics for social media. Groups of friends would assemble on Facebook, make a donation and commit to stay dry for the month. Any members dropping off the wagon before the end would pick up the tab and donate a forfeit to the Irish Heart Foundation.
Role: Creative Direction
Copy & Concept: DP O'Keefe
Design: Lukasz Kulakowski
Copy & Concept: DP O'Keefe
Design: Lukasz Kulakowski
![](https://cdn.myportfolio.com/cb2d04c785d13e0ecd5542d0d62dd1be/7a40c102-0f60-4b40-b6d2-f7300d08df95_rw_1920.jpg?h=ce13963cc5cff47cc583de4911dc51a4)
![](https://cdn.myportfolio.com/cb2d04c785d13e0ecd5542d0d62dd1be/3e986ab6-76cc-443d-9624-2ca364981a3f_rw_1920.jpg?h=d5ab4170ea3e324ffb7063fe89222e9e)
![](https://cdn.myportfolio.com/cb2d04c785d13e0ecd5542d0d62dd1be/e2d934f9-53c7-4b22-82f3-80d62a76c437_rw_1920.jpg?h=1f95225585874e8903dc9b60a422daeb)