The British Soft Drinks Association wanted to highlight the health benefits of low- and no-sugar drinks compared to traditional soft drinks. The challenge: cut through scepticism and create engaging, shareable content that would resonate with younger audiences while supporting BSDA’s wider health messaging.
My role:
- Led the overall creative direction of the campaign and event
- Partnered with a PR agency to design and deliver a high-energy, interactive experience
- Directed an on-site film crew to capture content for BSDA’s channels
- Oversaw influencer briefing and content guidelines to ensure authenticity and brand alignment
We hosted The Light Show, a one-day influencer event featuring ~30 creators at a bespoke venue packed with games and interactive installations. Influencers were encouraged to document their experiences organically on their own platforms, creating a ripple of authentic peer-to-peer content. Alongside this, our production team captured high-quality edits for BSDA’s owned channels.
The challenge was ensuring credibility in a sensitive conversation around health while keeping the tone playful and engaging enough to win over younger audiences. It required striking the right balance between branded messaging and influencer authenticity.
Impact:
- Delivered a sold-out influencer event with ~30 attendees and hundreds of organic posts
- Generated strong positive engagement across influencer and BSDA-owned channels
- Successfully reframed health messaging in a way that felt fun, shareable, and accessible
