Created for the Young Ones 2024 Brief from NotCo.
Brief: Help NotCo launch NotHangover, a new probiotic shot which helps mitigate the effects of alcohol the day after.
Target Audience:
Animals: Students / Young Professionals / Young People at heart who want to go and have a great night out, but know that they have to work or study the following day.
Tech Nerds: People who are obsessed with the latest tech, are early adopters when it comes to AI
PROBLEM: If there is something worse than having a hangover, it is having a hangover with a moral hangover. That moral hangover is caused by the stupid things you may have said during the night under the influence of alcohol using your cell phone. Messages to your ex, to your boss, to the workgroup…. NotHangover, thanks to its composition, eliminates all symptoms of a physical hangover for 18 hours, and now it will also help you avoid having a moral hangover by preventing you for 18 hours from writing to whom you shouldn't when you shouldn't and in the way you shouldn’t.
HOW IT WORKS: Open the Shot and Block microsite or scan the QR code from one of the NotHangover bottles. Using the microsite, users will create profiles of those they don’t trust their drunk self from contacting by temporarily blocking them for 18 hours. Take the NotHangover shot and scan the QR code on the bottle in the landing page. 18-hour blocking timer starts now! Have your fun! Wake up the next day without a hangover or “hang-xiety” free from any embarrassing drunk messages.
After you’ve created each person’s block profile, the user can drink their NotHangover shot so they are safe from a hangover the next day. After taking the shot, the user will scan the one-time use QR code on the front of the NotHangover bottle. Once the QR code is scanned, the 18-hour countdown will begin and users will not have access to unblock the profiles selected.
For our ad creative, we wanted the copy to revolve around repercussions from mistakes you may have made texting the wrong person alongside a hangover - both which can be avoided with NotHangover. We also include a call to action to both drink NotHangover and Shot and Block.
When users open the website they will see a welcome screen followed by a directory of empty profiles. The user will then add profiles for those they wish to block during a night out when judgment is impaired by alcohol. When the user selects a profile, they can choose which apps to block them on and those will be automatically saved for the future.
When users open the website while the timer is still counting down, they will see a comedic or encouraging message to keep them in high spirits and not thinking about the people they have blocked.
Example story posts
Example feed posts