Timeline Overview
Kickoff
April 17, 2025
Strategy Draft
April 25, 2025
Creative Concept Review
May 3, 2025
Final Presentation
May 15, 2025
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Project Phases
PHASE 1: DISCOVERY & STRATEGY (APRIL 17-24)
- Competitive audit of beer sustainability messaging
- Cultural trend analysis: anti-hustle sentiment
- Target audience deep dive
- Costa Rican immersion research
- Strategy framework development
- Initial creative direction exploration
PHASE 2: CONCEPT DEVELOPMENT (APRIL 24-MAY 3)
- Campaign narrative refinement
- Key visual approach exploration
- Messaging hierarchy development
- Channel strategy mapping
- Sustainability storytelling framework
- Experiential concept sketches
PHASE 3: CREATIVE DEVELOPMENT (MAY 3-15)
- Creative platform finalization
- Preliminary execution concepts
- Mood boards and visual references
- Key copy development
- Initial storyboards for digital content
- Experiential mockups
- Social content framework
- Presentation preparation
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May 15 Deliverables
Strategic Framework
- Cultural context & opportunity
- Target audience insights
- Brand positioning
- Campaign platform rationale
Creative Platform
- Campaign concept presentation
- Messaging architecture
- Visual approach with mood boards
- Preliminary execution concepts (print, digital, experiential)
Channel Strategy
- Media approach & rationale
- Social & influencer framework
- Experiential concept visualization
- Sustainability storytelling strategy
Next Steps Roadmap
- Production timeline
- Budget framework
- Success metrics & measurement approach
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Team Structure
Leadership
Executive Creative Director & Strategy Lead
Creative Teams
Copy Team, Art Team, Experiential Design
Implementation Teams
Social Strategy & Production Lead
Leadership: Executive Creative Director provides overall creative vision, approves all major deliverables, leads client presentation. Strategy Lead develops strategic framework, ensures alignment between strategy and creative, manages research insights.
Creative Teams: Copy Team develops campaign messaging, taglines, headlines, and platform language. Art Team creates visual approach, mood boards, design systems, and preliminary mockups. Experiential Design conceptualizes physical brand experiences, retail activations, and environmental designs.
Implementation Teams: Social Strategy develops platform-specific approaches, influencer framework, and digital content strategy. Production Lead oversees timeline, resource allocation, and preliminary production planning.
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Sustainability Integration Checklist
All four sustainability claims accurately represented
Claims integrated naturally into creative executions
Sustainability message connects to "Do Nothing. On Purpose." philosophy
Visual language established for sustainability storytelling
Tone strikes balance between pride and humility
Journey messaging (not perfect, but progressing) consistent
Consumer action framed as "effortless activism"
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U.S. Launch Strategy - The Cultural Flashpoint
Let's cut through the bullshit. American beer marketing has been stuck in a tactical rut for decades - beautiful people, beautiful beaches, vapid messaging. Meanwhile, the cultural pendulum has swung dramatically away from hustle culture. The "Great Resignation" wasn't just about jobs - it was about values.
Imperial isn't just another import beer. It's the liquid embodiment of Costa Rica's Pura Vida philosophy - the perfect antidote to America's burnout epidemic. This isn't positioning. This is cultural arbitrage.
This campaign isn't trying to be revolutionary. It's trying to be honest. We're not selling tropical fantasies—we're reconnecting people to the joy that's already around them. If you've ever taken a breath and thought, "This is nice," that's the space Imperial wants to own.
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Strategic Foundation: Purposeful Inaction
Revolutionary Platform
The "Do Nothing. On Purpose." platform isn't cute. It's revolutionary.
Deliberate Choices
"Do Nothing. On Purpose." means making deliberate choices about what deserves your time and energy.
Visual Language
Nature physically reclaiming spaces of productivity gives us an iconic, disruptive visual language.
We're not selling escapism; we're selling an alternative lifestyle that's already gained aspirational status among our target. The American dream has evolved from accumulation to experience. From having to being.
Let's be crystal clear: "Do Nothing. On Purpose." doesn't mean literal inactivity. It means making deliberate choices about what deserves your time and energy. It's about active disengagement from the meaningless to actively engage with what matters - friends, nature, sustainability, joy. It's about choosing your battles wisely - including choosing a beer that battles for the planet without the greenwashing bullshit.
Visual Concept: Everyday life invaded—beautifully—by Costa Rican lushness. Offices become tropical sanctuaries, city buses burst with jungle flora, and messy living rooms evolve into paradise. Reality, remixed. The juxtaposition isn't just aesthetic—it's conceptual: What happens when you don't follow the script? Nature answers.
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Creative Executions
"THE INTERVENTION SERIES"
Our initial visuals are strong but need more grit and authenticity. Most importantly, we must maintain clear visual contrast between the mundane/stressful reality and the Pura Vida alternative. Don't let the jungle completely overtake the image - the choice needs to be immediately apparent. In each execution, viewers should see both what they're leaving behind and what they're gaining.
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Office Takeover
Visual Concept
The waterfall crashing through corporate America needs to feel more violent, more cathartic. This isn't gentle nature - it's nature taking back what's hers.
Split screen: Left side shows sterile office, right side shows same office being reclaimed by waterfall.
Headline Approach
Headline needs to punch harder: "That promotion won't remember your name. Do Nothing. On Purpose."
The contrast must be immediately apparent - viewers should see both what they're leaving behind and what they're gaining.
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Fitness Liberation
Visual Concept
The exercise equipment should look tortuous, almost medieval. Make viewers feel the relief of abandonment.
Clear contrast between a joyless gym on one side and natural movement on the other.
Headline Approach
"Your smartwatch doesn't count happiness. Do Nothing. On Purpose."
The image should evoke the physical sensation of liberation from fitness tracking and structured exercise.
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Digital Detox
Visual Concept
The phone transformation is our money shot. The toucan should be aggressively pecking at notifications, physically breaking the screen from within.
Clear juxtaposition: anxiety-inducing notification bombardment vs. digital sunset.
Headline Approach
"Your notifications are others' priorities. Do Nothing. On Purpose."
The image should create a visceral sense of liberation from digital demands and constant connectivity.
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Commute Escape
Visual Concept
The bus should look more oppressive, more soul-crushing. The freedom more tangible.
Distinct split between urban rush and coastal leisure.
Headline Approach
"The rat race has no winners. Do Nothing. On Purpose."
The contrast should immediately communicate the emotional difference between obligatory commuting and chosen relaxation.
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Domestic Liberation
Visual Concept
This needs to feel like genuine rebellion, not cute mess. Show laundry being actively reclaimed by nature - vines growing through it, birds nesting in it.
Split screen between oppressive domestic to-do list and liberating imperfection.
Headline Approach
"Perfection is the enemy of Pura Vida. Do Nothing. On Purpose."
Every execution needs our sustainability stamp, but with edge: "Brewed with 90% renewable energy because the future deserves cold beer too."
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Supporting Campaign Lines
Less hustle. More hammock.
Your inbox can wait. Paradise can't.
Not lazy. Expertly relaxed.
Productivity is overrated. Beer isn't.
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Influencer Approach:
Authenticity Or Nothing
Authenticity Or Nothing
The Gentle Rebel
Quit their job to become an organic gardener
The Slow Lifer
Makes coffee one drip at a time
The Zen Realist
Accepts unread emails as a fact of life
Influencers? More like anti-influencers. The beauty influencer angle works, but needs a harder edge. Forget partnerships with the perfect-faced crowd. Find the influencers who've publicly crashed from burnout and rebuilt with new values. The ones who've walked away from toxic success.
Our #DoNothingChallenge needs to feel genuinely countercultural. Have influencers document "quitting days" - the day they walked out on toxic jobs, deleted social media, or abandoned societal expectations. Pair these with their first sip of Imperial.
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Influencer Collaboration Examples
24-Hour No Productivity Challenge
A content creator documents a full day dedicated solely to joy, presence, and beer - with zero productivity goals or screen time.
The "Do Nothing. On Purpose." Jungle Takeover
An illustrator animates lush vegetation slowly reclaiming their workspace, symbolizing nature's triumph over constant productivity.
Embracing Imperfection
Imperial is on a sustainability journey - not perfect, but making real progress. Our influencers openly acknowledge their own sustainability journeys, showing that "Imperfect action beats perfect inaction."
Better Choices, Not Perfect Ones
Showcasing moments where choosing Imperial is an imperfect but meaningful step toward sustainability - a better choice, even if not a perfect one.
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Merchandising Strategy
The "Out of Office" Glass
Our jungle-themed glassware should include "Out of Office" messaging etched into the design. Make it a symbolic daily choice. Artistic, collectible - feels more like something from a gallery than a brewery. Design them for toasting - a shared experience.
The Liberation Tote
Canvas bags designed by Costa Rican artists, emblazoned with "I LEFT MY LAPTOP AT HOME" - perfect for beach days and subtle workplace rebellion. Limited drops. Comes with a digital postcard from Costa Rica.
Hammock Tags
Each purchase contributes to creating public hammock installations in America's most overworked cities. Make "hammock breaks" as common as smoke breaks. Always design hammocks for multiple people - reinforcing that Pura Vida is a shared philosophy.
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Retail & Festival Activations
Rainforest Retail Nooks
Fridge areas turned into mini rainforest nooks designed for group photos and shared moments.
Jungle Soundbooths
Custom "Jungle Soundbooths" at festivals where friends step in together, block out the world, and hear real jungle sounds as they sip Imperial.
Surprise Greenery
Partner with local florists to place surprise greenery installations in high-traffic retail zones.
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Social Media: Subvert The Medium
The Notification Silencer
Create an app that turns all notifications into Costa Rican wildlife for 24 hours. The only way to see what you're missing is to physically delete the animal - making users conscious of their digital addiction.
The Anti-Productivity Dashboard
Launch "DoNothingMetrics" - a social platform that celebrates time wasted, responsibilities avoided, and moments enjoyed. Users earn "Pura Vida Points" for documented downtime, especially when shared with friends.
LinkedIn Liberation
Partner with high-profile executives to share "Do nothing on purpose days" on LinkedIn, normalizing intentional unproductivity in the workplace.
Tone: Relaxed, clever, occasionally ironic. Just relatable enough to make you smirk.
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Platform-Specific Social Strategy
Instagram Reels/TikToks
Transitions from chaos to calm. Examples: Office worker opens a file folder—suddenly it's filled with jungle vines. The bus stop becomes a sandy bar. Always show people enjoying these moments together - not in isolation.
Instagram Stories
A/B polls, "Would you rather... Laundry or Lounge?" "Meeting or Imperial?" Always positioned as shared choices.
X / Threads
"Running late is a form of resistance. So is having an Imperial."
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Community-Driven
Content Strategy
Content Strategy
Engaging our audience through shared experiences and collective creativity
"My #DoNothingMoment"
Invite users to post their reset scenes: sunsets, barefoot mornings, lazy rivers, reading a book with a beer. Prioritize featuring group shots and shared experiences over solitary moments.
User-Generated Content
Feature authentic moments from our community that showcase the shared joy of doing nothing together, creating a cycle of inspiration and participation.
Collaborative Playlist
Build a Spotify playlist called "The Soundtrack to Doing Nothing On Purpose Together." Ask followers to contribute songs that make them want to slow down and enjoy life with friends.
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Sustainability Messaging
With Courage
With Courage
Water Storytelling
"Our water doesn't come from a tap. It comes from protected aquifers that have never seen a spreadsheet."
Energy Narrative
"Costa Rica runs on sunshine. So does Imperial. 90% renewable energy = 100% clear conscience while doing nothing with purpose."
Recycling Story
"99% of our materials find new purpose. Maybe you should too."
Packaging Promise
"100% recyclable packaging, because doing nothing shouldn't mean wasting everything."
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Sustainability Consumer Messaging
Make sustainability feel like a rebellious choice against corporate greenwashing, not an obligatory checkbox.
Doing Nothing ≠ Doing Nothing for the Planet
The beauty of Imperial is that consumers can take meaningful action for sustainability simply by choosing the right beer. It's "no hustle" activism - effortless impact through intentional choices.
Better Beer, Better Choices
You're not just choosing a beer. You're backing a better way of making beer—one that respects the land it comes from. Without demanding you change your whole life.
Quiet Sustainability
Sustainability lives quietly within our scenes. This is "doing something" by making a better choice, not by hustling harder. The campaign connects "doing nothing" to "doing something that matters."
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Media Approach:
Be Where Burnout Lives
Be Where Burnout Lives
Rush Hour Domination
OOH concentrated during commute times in high-burnout cities. Target locations where hustle is most visible (train stations, subways, financial districts).
Sunday Scaries Takeover
Heavy digital presence Sunday evenings when anxiety about the workweek peaks.
Vacation Liberation
Airport placements that catch people as they reluctantly return from time off.
Workaholic Intervention
Geo-targeted mobile ads that trigger when users have been at their workplace location for more than 10 hours.
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Detailed Media Executions
OOH & Fake OOH
Slow pacing, no over-messaging. Just a feeling.
There's lot we can do and also a lot we cannot. Using fake OOH we can create the most outrageous, expensive and impossible ideas, without even buying a single space.
Video
Use moments of tension to your advantage. Let viewers feel the anxiety—and then release it.
Versions for 6s, 15s, 30s — all following the tension-to-serenity arc. Opens in tension. Emails flooding in. A phone buzzing on a desk. The camera pans outside the window, where vines are creeping in. A single sigh. A beer cracks open. Fade into laughter, stillness, birdsong.
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Additional Execution Details
Social Paid
Use motion and audio to emphasize stillness (yes, stillness can have a sound). Boost UGC #DoNothingMoments. Turn them into short ads themselves.
Retail POP
Create shelves that feel different. Ferns. Wood textures. Floor decals of moss footprints. Use audio or scent where possible (yes, that's ambitious—but imagine a citrusy-jungle smell near the beer fridge).
Packaging
Design packs that feel tactile and lush. Include small stories or mindfulness cues inside the flap. Add a peel-off sticker that leads to a "Do Nothing. On Purpose." playlist, or a digital Costa Rica moment.
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The Ultimate Measure
Success isn't just sales. It's cultural infiltration. If "Doing Nothing on Purpose" becomes a recognized philosophical stance rather than a judgment, we've won. If "Pura Vida" enters the American vernacular as more than a souvenir t-shirt slogan, we've created lasting value for Imperial.
The greatest beer campaigns don't sell beer - they sell permission. Permission to live differently. Permission to reject the status quo. Imperial isn't just refreshing Costa Rica's favorite beer. It's refreshing peoples priorities.
Remember - people don't drink beer. They drink stories. And "Do Nothing. On Purpose." is a story worth telling.
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DO NOTHING. ON PURPOSE.
Imperial beer presents a revolutionary campaign that challenges America's burnout culture with Costa Rica's "pura vida" philosophy. We're not just selling beer – we're selling permission to embrace stillness in a hyper-productive world.
Strategic Foundation
Purposeful inaction as a revolutionary stance against burnout culture.
Creative Executions
Multiple touchpoints from office takeovers to digital detox experiences.
Authentic Influencers
Partnerships with genuinely burnt-out voices who crave change.
Sustainability
Integrating environmental messaging that enhances our cultural stance.
Success isn't just measured in sales but in cultural infiltration – making "Doing Nothing on Purpose" a recognized philosophical stance and bringing "Pura Vida" into the American vernacular.
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DO NOTHING. ON PURPOSE.