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03_Hard Curious
Design
Context
January is often about resolutions and restraint, but Lipton Hard Iced Tea
encourages boldness, curiosity, and unapologetic exploration as an alternative
to "Dry January", promoting a movement focused on saying yes to new adventures.
January is often about resolutions and restraint, but Lipton
Hard Iced Tea encourages boldness, curiosity, and unapologetic
exploration as an alternative to "Dry January", promoting a
movement focused on saying yes to new adventures.
January is often about resolutions
and restraint, but Lipton Hard Iced
Tea encourages boldness, curiosity,
and unapologetic exploration as an
alternative to "Dry January",
promoting a movement focused on
saying yes to new adventures.
Idea
Enter Hard-Curious: a daring campaign that turns curiosity into a lifestyle.
At its core is the Hard-Curious book, a daily guide packed with 31 bold,
unconventional activities to inspire a hardcore start to the year.
Illustrated by a tattoo artist, the book challenges readers to go all-in on their
curiosity with topics ranging from monster truck rallies to underwater basket weaving.
Enter Hard-Curious: a daring campaign
hat turns curiosity into a lifestyle.
At its core is the Hard-Curious book, a
guide featuring 31 bold activities
designed to inspire people to embrace
new experiences and start the year by
saying yes to adventure.
The Book_
Illustrations_
Made by a tattoo artist.
The Box_
