Creative Director / Copywriter
Client
Southern Comfort
Year
2014
Role
Lead creative & copywriter
Agency
Wieden+Kennedy New York
The New SouthernComfort.com
People didn’t know how to drink Southern Comfort. Instead of us showing people, we let people show each other.
+603%
Shares
+518%
Visitors
14,000
Recipes submitted
D&AD
Wood Pencil, Branding, 2015
Idea
No frosted glasses, no garnish porn. Every recipe became a quick-read infographic, which made user-generated content look good for once. The whole site is written in the voice of Whatever’s Comfortable.
Outcome
Shares up 603%, visitors up 518%, and 14,000 recipes sent in by people showing the world how they drink theirs. A D&AD Wood Pencil, a Cannes Lions Cyber shortlist, a One Show Merit, FWA Site of the Day and a Communication Arts Webpick.
Video tutorial
The site: recipes as infographics, and the drink builder
Credits
Design
Legwork Studio
Production
The Mill