An acentric billionaire with a request to “Find a way to start the conversation about the war on drugs,” a top tier advertising agency, a worldwide competition to solve that problem, my amazing unicorn team that won the whole thing… and the opportunity to pitch the whole thing to Richard Branson (and a room full of top thinkers & leaders from around the world).
Richard Branson’s son just finished a documentary on the war on drugs “Breaking the Taboo” which covers the last 50 years and its aftermath as a total and complete abject failure. Find a way to turn this taboo into something people can talk about. If we can at least get to that point, it will pave the way for possible solutions.
People have a lot to say, in online forums and in private about the war on drugs, but never in public. Anonymity plays a big role in this conversation—bring it out into the open, literally. Create giant blank walls and invite people to leave a message for their community to see—let others know what they think about the effect of this war on their community.
There were several stakeholders in this competition. Many stakeholders & collaborative efforts with in the works even before we received our creative brief.
The main video I developed with the amazing agency SID LEE to serve up the winning ideas.
Our primary pitch video / proof of concept, pitch to the creative brief to start the conversation about the war on drugs.
Our video that includes footage from our live (and technically illegal) prototype to prove this idea could work.
The site we built as our makeshift slide deck (since the competition was judged online, teams were asked to present in this medium).
We had worked with SID LEE over the month leading up to C2-MTL to co-op our idea into a full 360 live installation.
Shots from being on stage with SID LEE and presenting to Richard Branson.
1st Place YoungGlory competition
Concept handed off to Virgin Unite to implement
Prototype successfully executed @ C2-MTL
One impressed billionaire