World Nightlife Preservation
A preservation society for party animals.
Overview
World Nightlife Preservation is a campaign for NotCo's NotHangover, created for Young Ones 2024. It treats party animals as an endangered species and builds a preservation society, complete with illustrated members and a gifting website, to save them.
Brief and challenge
A hangover product is easy to describe and hard to make anyone care about. We wanted people to take part, so the campaign needed characters, a cause to rally behind and a simple action at the end of it. The humour had to stay affectionate toward the people it describes.
Role and deliverables
Our work covered the campaign idea, the website design, the illustrated species and a campaign film.
- Campaign idea
- Website design
- Species illustration
- Campaign film
Process
Each species got a name and a portrait: the Midnight Wailers, the Ex-Texters, the Dr-Inkers. We set them in heavy white grotesque over dark nightlife photography, with a flat pictogram of a figure slumped over a toilet bowl as the society's mark. Magenta tags reading #SAVENIGHTLIFE and "going extinct" punctuate the layouts, and on the site a short manifesto leads into the product, and visitors can gift a pack to their favourite nightlife species.
Outcome
The pieces share one vocabulary across phone, desktop, social grids, billboards and shelf screens beside a fridge of drinks. Black, white and magenta hold it together, and the conservation language gives every touchpoint the same deadpan voice.
