A Taste of the South

The Brief: Introduce northerners to the rarity of Cheerwine.
The Insight: Cheerwine is uniquely southern. When you take a sip, you feel like you've been invited to the South.
The Idea: Showcase how Southerners uniquely enjoy Cheerwine.
The Execution: Create OOH ads, an experiential activation, a product, and social posts.
My Role: Concept, art direction, social execution, and design.

Cheerwine will partner with Waze to direct people to the nearest highway rest area. At the rest area will be a “Sit A Spell" station designed like
a general store. The experience allows drivers to relax with a Cheerwine just like a real Southerner would.

Users will also have the option to receive navigation guidance from a Southerner.