Nirva Live Industry Brief, IMA Leeds
"No salt. No lime. No apology."
Nirva makes tequila at 22%, 3% and 0% ABV, a mindful spirit positioned for a good night without the write-off tomorrow. Every established no/low-alcohol brand codes the same remedy: botanical greens, apothecary bottles, heritage serifs, language that asks you to accept a deficit before you buy. This audience won't accept that. They moderate, but they refuse to be told they're abstaining.
The first shots were styled the way tequila always is: citrus in the glass, a lime wheel on the ground, without thinking about it. That ritual exists, by the category's own account, to mask a spirit too harsh to drink neat. So the campaign splits the argument in two: the films ask what's in the drink and answer with ingredients; the posters ask the same question and answer with what isn't.
Steel Sensations Communication Campaign
"Not a toy. A prescription for creativity. A heavy metal detox for a burned-out generation."
Adults aged 18-35 in the UK are drowning in digital fatigue: screen-addicted, overstimulated, and struggling to unwind. Meccano, one of the world's oldest construction systems (invented 1898), was being re-introduced to a market that had written it off as a children's toy. The problem: a complex build process, a "childish" stigma, and a crowded construction category making it hard to stand out.
The campaign, Steel Sensations, reframes Meccano as a tactile antidote to screen burnout. Cold-rolled steel and industrial typography (Stencil, Arimo) signal craftsmanship over childhood. A Meccano Pro x Aston Martin AMR25 hijack then positions the brand at the summit of precision engineering: a 1:8 scale F1 car with working steering, engine, and DRS. While others meet their heroes, we build them.
HSBC Campaign D&AD New Blood Awards