YCN: FEDRIGONI X DALSTON'S 2019
Dalston's partnered with Fedrigoni for this brief. The campaign focused on a number of elements e.g window displays, hand outs, pop ups, installations etc. The key is to incorporate Fedrigoni paper.
The campaign message is ‘SODA LOVERS UNITE’ which speaks to the idea of community and bringing people together with a common like. Another of their other slogans is ‘SODA WITH SOUL’, which is the creative train I decided to run with.
Looking through the eight iconic flavours I narrowed it down to four that stood out to me in look, description and flavour and matched them with famous soul artists that oozed the same vibe.
The final product was made with Fedrigoni paper and colored pencil for details. The paper constructions were placed upon real Dalston’s soda cans.
Cola featuring Aretha Franklin
This pairing is perfect, let me explain. How can you not think Aretha Franklin when you think soul? She is the OG queen of the genre, timeless and classic, much like the drink of cola itself.
Lemonade featuring Ray Charles
A tall glass of lemonade; refreshing, cool and wonderful for any occasion, much like Ray Charles himself. Just so smooth and effortless, a description for both Ray Charles and Lemonade.
Fizzy Blackcurrant featuring Stevie Wonder
Look, it just makes sense. This drink is not your ordinary soda and is full of funk and fun twists, kinda like Stevie Wonder. Plus, purple just screams Stevie Wonder.
Ginger Beer featuring Marvin Gaye
When I think about Marvin Gaye I can see him dancing, the man produced so many happy and danceable tunes. The fact that ginger root look like it’s always dancing made this the right choice.