D&AD Newblood Brief: YULA is a 100% natural energy drink, sustainably sourced from the Amazon rainforest. Using YULA's 3 Spirit Animals, create a campaign which promotes YULA to 18-28 year olds in Europe.
Research: Young adults are trying to do it all. They often have busy schedules as they balance work, studies, family, friends, hobbies and their health.
Concept: Busy lifestyles can be very demanding and require an energy boost. Show how YULA fits into these peoples' lives and unlocks the power of the rainforest to refresh them physically, mentally and spiritually.
We kick off the campaign by introducing YULA as a brand that understands the target audience, and a product which puts the Power of the Rainforest in their hand - both in the energy they will feel, and the environment they will be supporting through their purchase.
Posters have a simple 'The Power of the Rainforest is in Your Hand' message, and striking visuals. Some outdoor posters even include plants in the design to bring the rainforest to urban spaces.
As well as on streets, these posters can be found in places the target market might be looking for an energy boost such as the gym, supermarkets and cafes.
To deliver the product to people on the go, interactive vending machines encourage commuters to take a moment out of their day to refresh themselves mentally and physically.
In return for completing fun tasks like copying how the monkey moves on screen, roaring back at the leopard or pushing a big red button, people will be rewarded with a can of YULA.
To make a bigger impact YULA gets people involved in building YULA Gardens in their communities - to provide a place to escape their busy life and recharge in a tranquil environment.
Once completed, foliage stickers with QR codes lead people to these gardens.
Social media posts share more about the Power of the Rainforest and encourages people to use their extra energy for good in their community.
