Ad-spiration | Honest Tea's Honest Cities

I often get asked to identify my favorite advertising campaign. This is usually a very difficult question to answer, but a few come to mind immediately... (Puma's After Hours Athlete, Volvo's Epic Split) but, as a researcher, perhaps the most impressive and most influential campaign I've seen is Honest Tea's Honest Cities Campaign. Why?

Honest Tea made research the creative

If you aren't familiar with the campaign, here's a quick video case study:

Data gets a lot of fanfare these days, but mostly from a business perspective. Honest Tea collected data and made it available to consumers, creating a fun and interactive way to directly relate themselves to the brand. Best of all, the campaign was cost-effective, focusing mostly on guerrilla marketing tactics and interactive production. This powerful and effective strategy led to the campaign's ultra-sharable website, the National Honesty Index. 

Having worked with Honest Tea, I may be a bit biased, but the brand did an incredible job communicating it's mission in a simple and fun way.