Bittersweet
Background
For individuals that have experienced an adverse childhood experience (ACE) they will find it harder to identify and rationalise their emotions. This often results in flawed perceptions of themselves and generally harder to manage their inner critic.
Idea
Bringing the inner-critics to life by showcasing the consequences of their actions and how to overcome them.
Activation
Bittersweet is the brand that embraces the good and the bad. Multiple activations will target individuals through witty and emotive storytelling such as video and OOH advertising. Overall, the aim is to direct individuals who have had an ACE to indulge in information on how to overcome their inner critic with Bittersweet's app.
Above: The Critics & Me - Social Series
Positioned across socials on characters Bonnie, Mattie and Connell - CTA Bittersweet's App
Above: Storyboard
Above: OOH Advertising
OOH advertising concentrating on speculative products related to issues such as perfectionism, self-destructive habits and low-self esteem - all which are triggered by the inner critic -CTA Bittersweet's App
Above: App Design
OOH advertising concentrating on speculative products related to issues such as perfectionism, self-destructive habits and low-self esteem - all which are triggered by the inner critic -CTA Bittersweet's App