With the explosion of teenage vaping to epidemic levels, The California Tobacco Control Program (CTCP) sought to expose the tobacco industry’s deceptive strategy to hook young users; irresistibly flavored products that hide in plain sight.
As a global network of freelance talent, Upwork needed to overcome their target’s gig-economy skepticism, and inspire them to make their first hire on the platform. Since this was their brand’s first significant foray into advertising, they knew they had to go big to get noticed.
At a time when wannabe competitors were trying to get on their natural chip tip, Kettle Brand answered back with an irreverent, progressive ad campaign: “Stirring the Pot.”
Amid the merriment, it seems only fair to mention we’re an award-winning ad agency that specializes in relaunching brands, that among our stellar capabilities are strategy, identity, advertising, design, UX and a lot more, and that somewhere along the line we came into possession of a penthouse tavern called the Tip.