You're the Buzz

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/ About the project

The "You’re the Buzz" campaign is a vibrant initiative for Seedlip, a brand under Diageo. It aims to celebrate the energy of mindful drinking and social connections. Centered around Seedlip’s non-alcoholic spirits, the campaign features bold typography, fresh botanical visuals, and dynamic storytelling to engage a modern audience that values sophistication and balance.

Through engaging brand activations, social media interactions, and interactive experiences, You’re the Buzz showcases how memorable moments can truly shine without alcohol. The campaign reinforces Seedlip’s mission of promoting non-alcoholic drinking, ensuring that those who embrace a refined and mindful lifestyle remain at the heart of the excitement.

/ Credits

Client:

Seedlip

Designer:

Anna Nguyen

/ Year

2024

/ Categories

Advertising, UI Design

/ THE ASK

Helps Seedlip connect with consumers beyond the point of purchase.
Captures meaningful data that helps us learn more about  their consumers.
Connects the consumer experience with food.

/ HUMAN TRUTH

Balanced celebrations and meaningful connections.

/ PLATFORM

you’re the buzz.

/ OUt of home

Our out-of-home ads highlight Seedlip’s vibrant bottle and key ingredients, placed in high-traffic spots like upscale shopping districts in London and coastal cities like Boston, New York, and San Francisco.

Billboards near restaurants, bars, and beaches target Gen Z and millennials where they’re making drink choices in real time.

/ Social media

Alongside out-of-home, the campaign will use paid social media to boost the campaign. Instagram Stories will showcase how Seedlip allows consumers to be the buzz in any setting, using dynamic backgrounds and outfit changes while keeping Seedlip constant. These posts will drive traffic to an interactive quiz, supported by sponsored feed ads for wider engagement.

In addition to the quiz, an AR Instagram filter is proposed to enhance engagement and promote both Seedlip and the quiz. The filter will incorporate illustrations from Seedlip bottles, allowing users to transform their appearance based on their assigned animal/personality, which will be further explained in the quiz section.

/ aR Experience

Scanning the OOH QR code or clicking a social link leads to a browser prompt for camera access.

Deny → Directs to the quiz start page.
Allow → Triggers an AR experience.

A 3D Seedlip animal appears, followed by a floating bottle that lands and transforms into the quiz title screen.

Scanning the OOH QR code or clicking a social link leads to a browser prompt for camera access.

Deny → Directs to the quiz start page.
Allow → Triggers an AR experience.

A 3D Seedlip animal appears, followed by a floating bottle that lands and transforms into the quiz title screen.

Scanning the OOH QR code or clicking a social link leads to a browser prompt for camera access.

Deny → Directs to the quiz start page.
Allow → Triggers an AR experience.

A 3D Seedlip animal appears, followed by a floating bottle that lands and transforms into the quiz title screen.

This story-driven quiz, inspired by The Art of Distillation, takes users on a whimsical journey through a "magical land of balance and harmony."

/ The Quiz

The quiz tailors the experience based on user choices, reinforcing "You’re the Buzz" by linking personal decisions to celebrations.Early questions set the scene and introduce Seedlip’s flavors. The final two match users

to a Seedlip personality by assessing social habits and energy levels through relatable scenarios. Disguised as storytelling, the quiz gathers insights to help Seedlip connect with consumers in real life.

/ ar experience ii

After completing the quiz, users return to the AR experience, where the bottle label reveals their assigned persona. It then zooms in to a detailed results page.

To personalize the experience further, users will be asked for their zip code.