THE MOST HONEST CITY IN AMERICA

                                                                                          CLIENT: Honest Tea  |  AGENCY: SS+K  

Once upon a recession... 

Honest Tea was a fledgling brand seeking mass appeal. We needed cheap attention that wouldn't cheapen the Honest name. Fast. 

Our idea? "The Most Honest City in America." A 6-city summer tour of unmanned "Honest Shops" that urged sweaty pedestrians to take an icy bottle for $1. On the honor system.

We rigged the stores with hidden cameras, sending b-roll highlights to local news stations each night—along with the official honesty count for them to reveal

Boston won. So did we: 

• Cannes Lions / Outdoor / Gold
• Clio Awards / Innovative Media / Silver
• Communications Arts / Nontraditional / Winner 
• D&AD / Earned Media Campaign / Shortlist
• Effie Awards / Beverages, Non-Alcohol / Finalist 
• Sabre Awards / PR: Consumer Marketing / Gold
• One Show / Experiential Advertising / Merit