THE AWARDS

• 2016 National Silver Addy: Point of  Purchase - Free Standing
• 2016 St. Louis Regional Silver Addy: Point of  Purchase - Free Standing

The BACKSTORY

American Honey needed a more effective way to engage with on-premise consumers when sampling. The method needed to tie into their brand platform - Bad News For Boring - a four-word oath that eschews all things dull and mundane. So we went above and beyond by pitching and executing a brand new card game, perfect for keeping things interesting at the bar.

THE GAME

The 52-card game is all about eliminating those dull moments when you first get to the bar and need to "play a little catch-up." Engage with our ambassadors, and you'd walk away with the game, memories, and a bit more brand  affinity. Samples below.

my contributions

• Conceptualizing and pitching basic game rules and consumer journey
• Writing the game: fun, boring and rule cards
• Creating prototypes; running and moderating play-tests; receiving and reacting to feedback