BWS - UNBORING ID CHECKS
Australia’s largest alcohol retailer had to find a way to encourage young people to show their ID. So instead of nagging them to, we introduced a ‘secret verbal discount code’ (which involved proactively showing their ID) then leaked it.
Making them feel like they were getting one over us.
Chief Creative Officer: Cam Blackley
Creative Director: Brendan Donnelly
Art Director: Billie Gurr
Copywriter: Jason Leigh
Social Strategist: Francisco Phillips