C L I E N T : ROYAL PALMS
N A M E : DON'T SUCK
DIGITAL STRATEGY / PR / VIDEO / CONTENT
B R I E F:
Conceptualize and execute a video-based campaign to raise awareness about one of the largest establishments on island, Royal Palms switching to:
* Recycling all plastics and glasses
* Using paper straws to serve drinks
* Going Styrofoam-free
VMG used social listening to find popular discussions on the environment and plastic pollution and discovered a popular topic of discussion and controversy was a video showing a plastic straw being pulled out of a turtle's nose. The video sparked a global controversy and a movement to ban single-use plastic straws.
Our team decided to create a video campaign that showcased the Royal Palms staff drinking from plastic straws and cups being slapped with a fish tail with the overarching message #DONTSUCK.
T H E R E S U L T S
- Brand loyalty increased and social media following and engagement dramatically increased showing that the the island reacted positively to the switch and directly affected public sentiment and sales.
- Other establishments followed suit and went strawless after the campaign which reached 135,000 people.
Camera: Marco Libretti
Production Assistant & Director: Janel Damiani & Jason Kennedy
Editor: Monica Walton