Go Time Letterbox


Most energy drink companies advertise their products during the day, on moments when you least need the product. We decided to advertise the product during the ideal moment of consumption.


The idea was to create a disruption of the TV experience that was entertaining but most of all unexpected. We decided to use the letterbox element that is common to most if not all television viewers as a metaphor for eyelids. By pairing our execution with boring programming, we were able to deliver a creative execution that delivered the product benefit in an unexpected way.


We saw an increase on brand awareness on Facebook immediately following the airings of the execution.