Liquid Dupes
Campaign, Copywriting, Art Direction, Design
Liquid Death murders social pressure and lets Gen Zs drink anonymously by duping Big Beer cans into water.
Gen Z is the most sober-curious generation, but being sober in public is a social death trap of awkward conversations that kill vibes faster than alcohol kills livers.
To obliterate this pressure, we hijacked the social armor of the status quo. We duped popular beers into Liquid Death cans, redesigning seven things to dodge authorities.
After the internet lost its mind, we turned our illegal dupes into legal sleeves—a duping device Big Beer will sue, but your freedom will love.
By weaponizing Liquid Death's brand, we murdered sober stigma and buried social pressure for good.
