FULL OF CRAP

with

Cancer Council

Sugar. The devils dust. A treat on the tongue, and a bitch on the belly.

Obesity aside, it’s also been linked to several kinds of cancer with one in six (mostly male) Aussie teens sucking down over 5kg of sugar through these drinks a year. Also a notoriously hard demographic to tell what to do.

So, this ad took a ‘trojan horse’ approach, running a TikTok native approach, luring viewers in with ‘satisfying’ and ‘behind the scenes’ intro edits, then switching to a visceral, attention grabbing message.

The campaign delivered strong results and generated over 665,00 organic video views, and had a potential total audience reach of 3,134,300 Australians.

And people actually went searching for the ad, apparently.

Make an ad that young viewers won’t hate (or forget).