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Sitcom
Client
Parents Empowered
My Role
Art Direction, Concept Development,
Campaign Design
Parents Empowered needed to remind parents that conversations about underage drinking still matter, even when those conversations can feel uncomfortable or easy to avoid.
Inspired by a familiar sitcom trope, the campaign took a classic television setup and replaced the harmless misunderstanding audiences expect with the real-world consequences of underage drinking. By subverting a format viewers instantly recognize, the work created a moment of surprise that encouraged parents to reconsider the impact their guidance can have on their children's choices.
The campaign came to life through television and digital executions, using humor, nostalgia, and an unexpected twist to deliver a serious message in a memorable way.
