DailyHerb Beverage Summer Campaign
We aimed to engage busy subway commuters with DailyHerb amidst the clutter of ads in the bustling subway station.
Recognizing commuters' tendency to overlook ads due to their rush, we conceived '一路清爽' (refreshing all the way) – an ad resembling a subway map using colorful straws as lines, with over 100 refreshing feelings as station names.
After a week of meticulous execution, the campaign debuted in major Shanghai CBD subway stations, injecting vibrancy into the commuters' journey.
The key visual is adapted to fit the irregularly shaped wall space next to the elevator in various subway stations.
Activation: CBD Sampling Event
The project's tight budget prompted a burst of creativity. I conceptualized the idea of 'Popsicup' – a fusion of 'popsicle' and 'cup.' This concept involved freezing DailyHerb drink into cup-shaped popsicles, providing passers-by with a delightful way to savor the product's seven flavors while enjoying a refreshing experience on hot summer days.
Popsicup attracted a sizable crowd at the event, evoking nostalgic summer pleasures and sparking conversations across social media platforms.
