DIRECTOR: Honesty | POSTED: 23-04-2012
Sounds like a great concept to promote Ramadan values.
Honest Tea, the organic fair trade real brewed iced tea company, ran an ambient campaign to promote the concept of honesty in seven cities across the United States. Unmanned kiosks filled with $1 bottles of Honest Tea were set up in Atlanta, Boston, Chicago, New York, San Francisco and Washington D.C. Hidden cameras and microphones recorded the public response to the honor system. Honest Tea then reported each city’s “honesty” results to local newspapers, radio and TV media, adding the comparisons for various cities as the program moved onto each new location.
The campaign raised the company’s profile in the press and grew the fan base. The campaign was also run on campuses as “The Honest Campus”. The Honest Stores campaign won a Gold Outdoor Lion at Cannes International Festival of Creativity.The Honest Cities campaign was developed at SS+K New York, by chief creative officer Marty Cooke, creative directors Sam Saunders, Sam Mazur and Matt Ferrin, account manager Laura Blackburn, account supervisor Alex Mailman, working with Honest Tea public relations manager Samme Menke, senior AE Kat Kirsche, and marketing director Jesse Merrill.