The Community Spirit

The Problem

The problem comes from the system. Companies handing off 10 percent of their profits to good causes in order to look good doesn’t cut it anymore - “not in this climate”.

We need businesses that can completely reinvent themselves and redefine the value they create.

The Brief

An experiment : build a brand where the ads talk about important things rather than the product. A venture into the unknown. Either super inefficient or game changing.

The Creative Solution

The Community Spirit : a vodka company and brand built entirely as a platform for community action. The brand would launch as a white canvas : its key properties, down to the label itself, would be handed over to people in order for them to steer the marketing budget towards the causes they care about.

Launching the experiment was an interesting one… :

To get people to care about our good hearted business experiment we built the launch on three pillars:

Part proclamation where our unique intent was asserted in the furthest reaching media at our disposal.

Part electoral campaign where every touch point became a polling station for people to interact the brand.

Part monitoring and publicising the swell in community activity to get more people on board.

Personal projects

Babyganics