CAMPAIGN OVERVIEW

"An Even Dumber Death" is a dynamic campaign inspired by the successful Dumb Ways to Die initiative, reimagined for the US audience. Targeting young, socially conscious urban dwellers and energy drink enthusiasts, the campaign aims to educate and engage through dark humor and irreverent marketing. With experiential activations, a Liquid Death product collaboration, social media engagement, and OOH ads featuring characters like Jolted Jack, the campaign effectively raises awareness about safety while promoting responsible consumption. Jolted Jack serves as a cautionary figure, illustrating the consequences of overindulgence in energy drinks with his hyperactive persona and vibrant visual design. Through a blend of entertainment and social responsibility, the campaign sparks meaningful conversations and encourages mindful behavior in everyday life.

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