MiO
Crash Coverage
Energy drink insurance: a cheeky, reactive campaign that let Gen Z claim "damages" for their worst crashes on rival brands.
To disrupt a saturated market dominated by "Big Energy," MiO needed to win over Gen Z. Instead of competing on hype, we weaponized the industry's biggest flaw: the caffeine crash, leveraging the insight that 55% of consumers experience post-energy-drink jitters.
Energy Drink Insurance.
We launched a cheeky, reactive campaign allowing users to claim "damages" for their terrible experiences with rival brands.
Partnering with TikTok creator Jack Innanen during high-stress exam season, we invited students to submit user-generated "claims" roasting the competition, positioning MiO as the ultimate crash-free alternative.
The work
Awards
- Shorty Awards: Winner, TikTok Partnership, Contest or Promotion, Comedy Video
- Shorty Awards: Gold Honor, Brand Awareness Campaign
- Shorty Awards: Silver Honor, User-Generated Content, Humor
- Shorty Awards: Finalist, Food & Beverage
- The One Show: Merit, Social Media
- Marketing Awards: Merit, Brand Marketing
Full credits
The Kitchen North America: Tom Evans (Head), Simon Au (ECD), Kathleen Bokar (Head of Strategy), Damon Crate (Creative Director), Loraya Hrynkiw (Copywriter), Amber Osmond (Art Director), Branson Schell (Motion Designer), Crystal Huang (Designer), Gabriel Bortolotto, Fiona Lam, Engels Perez, Deanne Wint (Content Creators), Julie Benevides (Head of Production & Operations), Jan Parma (Executive Producer), Mitchell Cappe (Production Consultant), Karin Carlisle (Head of Accounts), Annie-Rose Mears (Group Account Director), Jennifer Feldman (Account Supervisor), Tanya Kashyap (Senior Strategist), Chantal Legge (Senior Social Strategist), Nicole Eum (Social Media Manager). Kraft Heinz: Jess Vultaggio (VP Brands & Creativity), Nina Patel (VP Brand Communications), Samantha Mills (Marketing Director), Adrian Villalpando (Brand Manager), Nicoline Hansen (Analyst), Jenna Thornton (Director External Communications & PR), Hannah Donohue (Senior Specialist), Julia Tsang (Senior Media Manager).
Kraft Dinner
Macsterpiece