honesty – creative, 2020-2022
comms concept
Client: NICK’s
Starting point: Nick’s has some great products – ice cream and candy that doesn’t make you fat. Even if that message is nothing short of amazing it still wasn’t really enough. There’s a bunch of similar actors to compete with and we can’t really do that using functional arguments. The starting point was rather to identify irrational brand values that could create an interesting position. The thesis we started to work with – what if we could make NICK’S the Red Bull for single people?!
Concept: We created a concept where commitments and planned activities are frowned upon, where we reward flirtiness and indulgence. A potentially unexpected world where we put our products at the centre, use a few selected strong design assets with caveman level copy.
