The Ask

Community Partnership of the Ozarks challenged us to create a campaign that would resonate with adults aged 21-25, discouraging them from purchasing alcohol for minors. Rather than leaning on fear tactics or showcasing legal consequences, the goal was to create a humorous and relatable concept that would spark self-reflection and behavioral change.

The Research

To craft an authentic and effective message, we conducted interviews with interns from Community Partnership of the Ozarks. Their experiences and insights helped us uncover a key finding: the threat of fines or legal trouble was not an effective deterrent for this audience. Instead, messaging that appealed to their personal sense of responsibility and integrity proved far more impactful.

This approach built on the success of our previous campaign for the organization, Clowning, which used humor to associate buying alcohol for minors with the embarrassment of being labeled a "clown." With this foundational understanding, we set out to create a similarly memorable concept.

The Creative Approach

Our concept centered around an unexpected visual pun. We portrayed grizzled miners, complete with sooty faces and rugged clothing with a modern young woman with an edgy aura. The punchline delivers the twist: "Buying alcohol for miners isn’t illegal" but "Buying alcohol for minors is."

Execution

Director Josh Pfaff brought this vision to life using production design and practical effects to create an immersive world. Rather than relying on graphic overlays, we used a vintage marquee sign with changing letters to drive home the key message. The physicality of the signage brought the message into the world that we had created. A world where 20-somethings buy alcohol for vintage miners.

For the 15-second and 6-second cutdowns, we created vignette-style moments highlighting different sections of the main video. These shorter versions were optimized for social media, designed to generate curiosity and draw viewers in. Each edit maintained the humor and effectiveness of the main ad while focusing on quick consumption.

Conclusion

By focusing on humor and relatability instead of scare tactics, Locke and Stache delivered a campaign that not only captured attention but also encouraged behavioral change. The concept’s visual wordplay and practical effects exemplify our commitment to storytelling that resonates. Whether through the 30-second primary spot or the dynamic shorter versions, the message remains clear: buying alcohol for minors is illegal, and no excuse can make it right.

Why Choose Locke and Stache?

Locke and Stache brings expert video production, innovative problem-solving, and creative storytelling to every project. Whether you’re a national brand, agency, or nonprofit, we specialize in scalable solutions tailored to your goals. Our seamless blend of high-end production and strategic execution ensures your message resonates.

Ready to Elevate Your Brand?

Contact us to learn how we can create standout videos that capture your brand’s story.

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