Behind the Liquor
With Berlin for Edmonton Police Foundation
Scripts + Case study video script
What’s behind the liquor?
Liquor theft in Edmonton is a growing problem. But it’s not just the theft. Gangs and organized crime resell the liquor or use it as currency, fueling illegal activity in our city.
To create impact and build awareness, we constructed an activation that shocked customers. Scenes from the dangerous cycle of liquor theft and resale met shoppers at the heart of the problem. In liquor stores.
When consumers opened a beer cooler, fictional characters based on people affected by the liquor-theft cycle were waiting. Through improvisation and script work, we connected with people 1-on-1 to impart a sense of urgency about how they can help.
Jon worked on the project from concept to completion. He no longer hides in beer coolers “just for fun.”
ACE Awards - Fearless Client, Experiential (Winner), and Guerrilla (Distinction)