Hoot Booth
Context
2 Hoots needed an experiential sampling campaign to distribute 10,000 cans, drive trial, and build real brand advocacy among a bold, opinionated generation.
Insight
Everyone has something they give two hoots about. Opinions are identity, and people love being heard.
Idea
At Ambleside Music Festival in West Vancouver, we launched the 2 Hoots Hoot Booth. Festivalgoers shared bold, unapologetic opinions they genuinely cared about and were rewarded with a can of 2 Hoots Hard Iced Tea.
Speak your mind. Give 2 hoots. Get a hard iced tea.
The brand wasn't just selling a hard iced tea, it was celebrating people who aren't afraid to stand by what they believe. Instead of asking people to simply try the product, we wanted to give them a reason to express themselves first. And this generation has a lot of opinions. Actually, all of us do.
You probably have one about me and my portfolio too (please be kind :P).
We turned sampling into participation with the Hoot Booth, where festivalgoers shared the opinions they genuinely gave two hoots about in exchange for a can. To extend the experience beyond the festival, we imagined a social layer where people could submit their hottest takes online through "Hot Hoots," building anticipation before the event and keeping the conversation going long after. The campaign wasn't about creating controversy, but celebrating unapologetic authenticity.
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The concept won the final Brand Activation pitch against two other teams and was presented to the Founder and team at The Mint Agency. It showed how a simple product trial could become a brand experience that invited participation, sparked conversation, and naturally extended from the festival grounds onto social media.
Some visuals were made using AI. The idea and strategy are mine. The 37 rounds of "make it feel less AI" are also mine. God bless designers and art directors.