The NSLC has a responsibility to keep their products out of the hands of minors. So to tackle the influx of underage drinkers in university towns, they decided to ID every single customer during this year’s frosh week. The NSLC came to Revolve for help in minimizing the backlash from irritated customers who hadn’t been asked for identification in decades.
We chose to flip the paradigm. The insight was straightforward: under normal circumstances, older people feel quite flattered when asked for ID. So we positioned the campaign in a way that encouraged people to “Feel Young” during frosh week, since they would be asked for ID no matter if they were 19 or 93.
This simple thought transformed into a campaign that featured old people dressed in a variety of youthful clothes, as well as a 73-year-old man rapping about how young he feels after being ID’d at the liquor store. Within two hours of the radio spot’s release, every media outlet in the region was telling the “We ID” story and getting the message out about protecting underage drinkers in Nova Scotia.