For a Liquid Death pitch, I partnered with copywriter John Irby to take on Big Plastic the only way that felt appropriate: by bullying it. We launched three limited-edition flavors - Mean Melon, Glenn Coconut, and Too Grape to Function - timed to drop on October 3rd (yes, that October 3rd). The campaign extended across OOH, social, and product, turning a cultural moment into a coordinated brand attack.

The twist: instead of preaching sustainability, we weaponized the world’s most effective critics, teenage girls, to drag plastic where it hurts most: online.

“I heard she kills sea turtles.”
“Ew.”
“Stop trying to make plastic happen.”

Get in the car loser, we're saving the planet. 🌎✨