SAM MAZUR 💥

Honest Tea searches out 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 box and a sign requesting “$1.00 per bottle,” this 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 the results were presented to the public through massive amounts of earned media. Coca-Cola would eventually buy a 100% stake in the brand.

Awards: Gold Cannes Lion, Silver Clio, Comm Arts, D&AD Shortlist

HONEST TEA
THE MOST HONEST CITY IN AMERICA

MEDIA
Activation/Experiential/Outdoor/Documentary

ROLE
Concept/Copywriting/Creative Direction/Director

AGENCY
SS+K

FIRST STOP: WALL STREET
The Honest Store first popped up during President Obama's visit to Wall Street to admonish bankers for their role in the global financial meltdown. The next morning, this video was released. The local press drank it up, setting the national run in motion.

THE EXPERIMENT CONTINUES…
Year after year, the Honest Store continues to test the honesty of the public, earning more free publicity across America and Europe.