Wieden & Kennedy
Brief: Get 14-16 year-old boys to try this rootbeer.
So our first idea involved gearing the whole budget toward producing an epic comic book series about some character-driven scenarios with "bite". It was dark, twisted and funny. The client didn't go for it.
Our second idea involved taking the same characters featured in the comic book series and bringing them to life in a TV ad campaign. Introduce the world to some people with a thing for a rootbeer with 'bite'.
A pervy tourist drawn to young men and a pissed-off clown made the final cut.