Young people didn’t want to show their id at the counter. So we made it their idea.

WE REFRAMED A BORING BEHAVIOUR CHANGE CAMPAIGN INTO A ‘secret verbal discount code’ (which involved proactively showing their ID).

Then leaked THE CODE FOR YOUNG PEOPLE TO DISCOVER.

The ‘secret code’ was used by more than 8000 people in the first week.

THE ART DIRECTOR ON THIS JOB WAS THE LOVELY BILLIE GURR