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

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