IV League is a Boston-based IV Hydration company that primarily treats hangovers.
Challenge: Show how effectively an IV League treatment works to cure a hangover.
Idea: IV League’s customers can quickly transform from shameful, zombie-like hangover demons into
upstanding, optimistic, contributing members of society.
Solution: Juxtapose those smiling, healthy
faces that definitely don’t look like they were recently on the precipice of
death with bold proclamations of what they were doing the night/morning prior
to their photo being taken.
PITCH CAMPAIGN CONCEPT
Client: IV League Agency: MMB
Creative Partner: Michael Philbin
The biggest challenge IV League faces when attracting new
customers is the fact that hungover people act like scared little animals,
cowering in their homes and severing contact from the outside world as they
nurse pounding headaches and chug Pedialyte. So how do we reach these potential
customers when they refuse to come out and play? Simple. We get our message
into their homes the night before… when they’re blackout drunk.
Let’s offer to pay for the delivery containers/boxes that
local pizza shops, Chinese places and Mexican restaurants send out between 12
and 4 A.M. on weekends, as long as we can feature a little bit of messaging
along with it…