2016–2018 · SodaStream · VP Creative, Allenby Concept House
Shame. With a way out.
I led the campaign strategy that shifted responsibility for plastic waste onto the people buying disposable bottles, and developed a series of viral global ads for the internet and television.
The strategy
I developed.
SodaStream had chosen an environmental direction. My strategy was to make it personal: shift the blame for plastic waste from the industry to the consumer buying the bottles. We built a series of provocative films designed to spread online and run on television, with SodaStream as the way to change the habit.
The creative made that argument hard to ignore: the Mountain lifting water bottles, the Game of Thrones septa publicly shaming a shopper, and Paris Hilton unveiling a fictional solution to plastic waste. As VP Creative at Allenby Concept House, I led the strategy and creative work with the agency team and production partners.
01Heavy Bubbles
The Mountain sells a fictional water brand in dumbbell-shaped bottles. Carrying bottled water becomes a ridiculous workout. Ronen Harten and I developed the story and initial script; Vania Heymann took it through to the final film. Winner of a Golden Drum award in 2016.
02Shame or Glory
Three minutes of relentless public shaming for buying plastic bottles. I brought the Game of Thrones walk of shame into an ordinary shopper’s day, with Hannah Waddingham reprising the septa, bell and all. The film sustains the discomfort until the Mountain offers a way out: SodaStream. I developed the concept and co-wrote the script with Ronen Harten. European Effie Bronze, 2017, in Carpe Diem, the category for unconventional ideas amplified through PR and social media.
03NanoDrop
I invented Paris Hilton’s fictional super-concentrated water: an extravagant April Fools’ solution to plastic waste, followed by the reveal of the real one — SodaStream. Over 10 million views in one weekend, around 70% organic.
Shame or Glory script: Yoash Foldesh and Ronen Harten. Shame or Glory and NanoDrop directed by Ohav Flantz. Heavy Bubbles: initial concept by Matti Yahav; story and initial script by Yoash Foldesh and Ronen Harten; final screenplay and direction by Vania Heymann.