The brief:
Create an experiential event that encourages 18-24 year olds to release their daring side and push creative boundaries.
My Idea
My idea for this brief was to create a competition where people can sign up to try and break Guinness world Records and the winner will get a year’s supply of Desperados beer and a trip for them and 3 friends to its country of origin, France. Basically, the idea behind it is to challenge people and take them out of their comfort zone.
For the competition there will be 3 different stages to complete, after each one the lowest scoring people will be removed and the winners will be moved onto the next stage to compete again, eventually leaving just 4 competitors to compete for the title in the final round and win the prize. There will be a runner up prize of a free crate of Desperados for the 3 losers. The Guinness World Records they would have to beat are:
- Most melons chopped on the stomach on a nail bed (current World Record: 48 melons)
- Most apples held in own mouth and chainsawed in one minute (current World Record: 12 apples)
- Most Bhut Jolokia chilli peppers eaten in two minutes (current World Record: 66g - 13 chilli's)
The campaign will be supported with the strapline ‘Are you brave enough?’ which would appear on all the advertisements.
Advertisments
To advertise the competition pop up stalls will be set up around the UK in shopping centres, supermarkets and universities which will also allow people to sign up to the competition, if they're feeling 'brave enough'. It will also be advertised through posters and on the cardboard packaging.
To link the World Records and Desperado’s together I decided to create limited edition flavours that link to each World Record; they would be on sale in all supermarkets, bars and clubs for the duration of the campaign. In selected bars the drinks will be made available with the added ingredient of each drink in replacement of the lime wedge they put in the top of bottle. The flavours will be watermelon, chilli and apple.
