Social Hour Cocktails
Spec work:
Art direction: Troi Roberson & Willa Rudolph Copy-writing: Derek Lamar & Willa Rudolph
When Derek, Troi and I were at The Inturnship, we chose Social Hour Cocktails to create a spec campaign for. We felt the brand had promise but could be even bigger and better. The imagery was a bit uninspired to us, as was the copy. So, we took a crack at it. This was how it went:
Above are a couple slide created by Troi based on the discussions we were having. This slide would have been part of our deck we’d hypothetically present to the Social Hour team. Our angle became, we can offer you all the best parts of bar life without all the aspects you try to avoid at all costs. We thought – wouldn’t it be great to partner with a dating app? Say, Bumble?
We had to define “Social Hour.” We wanted to add a bit of fun and tongue-and-cheek to the brand voice. So, I wrote a little description to help us do that, which you can see above.
First and foremost, my team and I had to make a plan. We landed on the tagline, “It’s Social Hour somewhere” for Social Hour cocktails, taking happy hour on the road with the perfect portable cocktail.
Brand Needs:
Compelling Imagery
Greater reach
Need more engagement on
social media.
Our Response:
Brighter, eye catching branding
Placing ads in targeted, unexpected locations
Engagement focused ads on social
Question based
Video/Motion Graphic
Site specific
Pop-up Parlours
Below is some more work from our deck. All art direction below is by Troi Roberson and copy was worked on by all three of us: myself, Troi Roberson, and Derek Lamar.
Left: Art direction and copy by me.
You’re in a bar. You’ve been elbowed three times, spilled on, yelled at, and hit on. You look down on the table. You see one of the three coasters to the left. What do you do?
If you ask me, you head to the bodega and go cop some Social Hour.
This was one of our guerilla ideas: placing these coasters in bars all over. I’m not an art director, so further down on the page, you can see how these designs were adapted by Troi in a way that made more sense. But I still like them!
Above: Social Hour Hosting Guide
Art and Copy by Willa Rudolph
Imagery wise, we were inspired by old alcohol ads from the 1950's. We wanted to bring this into the 21st century by modernizing some old imagery. We learned about these old handbooks for hosting. Since Social Hour is a cocktail-to-go, we thought it'd be perfect to create our own Hosting Guide. This one would be on our app.
To the left are the first spec ads I created. Art direction and copy is all by me, but they were created after conversations with my team. This was the visual / brand voice I had been envisoning.