SAM MAZUR
CREATIVE DIRECTOR + COPYWRITER
Honest Tea searches for The Most Honest City in America.
With little more than a clear box and a sign asking '$1.00 per bottle,' this social experiment put American cities to the test: would people pay for a drink they could just take for free? Hidden cameras rolled at each location, and Honest Tea earned national attention. Coca-Cola would eventually buy it outright.
HONEST TEA
THE MOST HONEST CITY IN AMERICA
AGENCY
SS+K
ROLE
Concept/Copywriting/Creative Direction
MEDIA
Activation/Experiential/Outdoor/Documentary
AWARDS
Gold Cannes Lion · Clio · Comm Arts · D&AD
VIDEO: Watch honesty get tested
A stunt so effective,
Honest Tea repeated it for eight years.
