Mike’s Hard Lemonade billboards get way more honest when you scan them with a phone

Not all thoughts can be said aloud, and the same is true for brands looking to navigate a world obsessed with political correctness. Humor has always been a delicate and restricted territory in advertising. In turn, authenticity has been sacrificed for convention. That’s why the newest campaign from Mike’s Hard Lemonade by creative agency Fantástica challenges propriety to bring back humor and sarcasm through a product functionality that reveals hidden messages. Launched in Peru, “No Filters” uses QR codes on OOH ads that reveal humorous messages when scanned. While many of them originally depict “filtered” or “clean” messages, the hidden messages are irreverent, edgy and riskier. For instance, an ad that says “Lemonade + Vodka” to the naked eye becomes “It’s vodka with lemonade because you love vodka more than you hate Putin” when scanned on your phone. The campaign aims to bring fun back into advertising, especially for younger consumers, while dodging regulators. “Advertising has become boring globally,” said Alejo Gómez, creative director at Fantástica, adding that he is confident the campaign will resonate with audiences. The campaign comes as Mike’s looks to strengthen its position in the Peruvian market and attract younger consumers. The campaign targets drinkers 18-35. As part of the campaign, Mike’s invites consumers to scan billboards and participate in the opportunity to win exclusive merchandise. “With this campaign, we want to impact young people in a disruptive way, turning conventional advertising on its head. Mike’s essence has always been authenticity, fun and a touch of rebellion. We want to inspire our consumers to enjoy life without filters, and we believe this proposal will resonate especially with the vibrant generation of young adults aged 18-35," said Carolina Ávila at ABInBev. The campaign is a fun representation of how intrusive thoughts can win.

Mike’s Hard Lemonade billboards get way more honest when you scan them with a phone

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