LUCKY F*CK | Brand Awareness + Product Advertising

Born from an inspirational story of 1 in 100 million kind of chances, Lucky F*ck is an energy drink centered around the go-getters. A healthy alternative drink both in flavor, nutrition, and branding. They wanted to introduce their drink to the masses through a product based Out-of-home campaign.

They’re a hope brand, not a beverage company. We get that the optimism is a strength and turning the bad into the good is the foundation of their story. We flip the negative phrase around and tell audiences to “Get Luck’d” when life’s f*cking them over.