The Honest Store
THE SEARCH FOR "THE MOST HONEST CITY IN AMERICA"
No cashiers. No security. Just racks of Honest Tea and the honor system. With little more than a clear plastic box, tea, and a sign requesting “$1.00 per bottle,” this pioneering social experiment tested the honesty of American cities: Would people pay for a beverage they could take for free? Hidden cameras documented the human behavior at each location and our results were presented with massive amounts of earned media. Then Coca-Cola bought the brand and now Honest Tea is ubiquitous on store shelves across the nation.
Selected honors: Gold Cannes Lion, One Show, D&AD, Effie
FIRST STOP: WALL STREET
The search for the "Most Honest City in America" began with this pilot run, timed with President Obama's visit to NYC to admonish Wall Street's role in the 2008 financial crisis. The next day, this video made a splash in local media, setting the national campaign in motion.
THE EXPERIMENT CONTINUES...
Honest Tea has repeated the social experiment every year since its inception including a recent expansion into the streets of London.
Role: Creative Direction, Copywriting