Honest Tea : The National Honesty Index

You really shoulda known there'd be cameras.

Published On
Aug 23, 2012

Editor's Pick

If you live in Brooklyn, consider your rep tarnished, thanks to Honest Tea's "National Honesty Index". Continuing a campaign conceived out of SS K, Amalgamated placed bottles of the tea around different parts of the country and asked people to put a dollar in a box before taking one. Brooklyn, unfortunately, is the least honest place in the entire United States -- and this fact has been splashed about pretty much in every major media outlet by now, so we recommend moving.

Stinkdigital helped with the digital production of the pretty interesting project, which found that 93% of participants were honest -- or know a stunt when they see one and were aware of cameras/digital tracking equipment -- with Salt Lake City and Oakland being crowned the most honest places in America.

More interestingly, the data was crunched in a myriad different ways, according to variables like beards, sports teams, motorcycle ownership and so on. Check out the site for some serious number crunching fun. "Though our experiment might not pass muster with a social scientist, the results present fascinating and fun insights about the American population," said Seth Goldman, President and TeaEO of Honest Tea in a statement.

Credits

Date
Aug 23, 2012
Brand:
Honest Tea
Client:
Honest Tea
Agency:
Amalgamated
Digital Production:
Stink Studios

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Project Type