C L I E N T : ROYAL PALMS

N A M E : DON'T SUCK

DIGITAL STRATEGY / PR / VIDEO / CONTENT

B R I E F:

Conceptualize and execute a video-based campaign to raise awareness about one of the largest establishments on island, Royal Palms switching to:

* Recycling all plastics and glasses
* Using paper straws to serve drinks
* Going Styrofoam-free

VMG used social listening to find popular discussions on the environment and plastic pollution and discovered a popular topic of discussion and controversy was a video showing a plastic straw being pulled out of a turtle's nose. The video sparked a global controversy and a movement to ban single-use plastic straws.

Our team decided to create a video campaign that showcased the Royal Palms staff drinking from plastic straws and cups being slapped with a fish tail with the overarching message #DONTSUCK.

T H E R E S U L T S

Brand loyalty increased and social media following and engagement dramatically increased showing that the the island reacted positively to the switch and directly affected public sentiment and sales.
Other establishments followed suit and went strawless after the campaign which reached 135,000 people.

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Camera: Marco Libretti

Production Assistant & Director: Janel Damiani & Jason Kennedy

Editor: Monica Walton