Name: Friesche Vlag / Breaker

Story:
In 2007, First Hunch and JulesDavid teamed up with Achtung to develop the Breaker promotion ‘DayBreakers’. We created an energetic design and a loud voice to fit the dynamic nature of the brand, for online, print ads and on-pack communication. The mechanism: every day participants discover a new hilarious prize they can win, such as indoor skydives or tickets to the air guitar world cup. First Hunch created all copy for print and online, including editorial blog posts about the prizes on GeenStijl.nl

In 2008, the successful DayBreakers promotion was repeated, this time enhanced by street promotions and the DayBreaker Test Lab, a series of funny viral movies that show the prizes being tested by a living crash test dummy.

www.daybreakers.nl

Details:
DayBreakers, DayBreakers Test Lab
Concept, identity design, copy, storyboards
Print, outdoor, online, on-pack
Art: JulesDavid
2007, 2008 / Achtung!