The Problem
Among 24 to 28 year olds, the rise of sober curiosity is reshaping the way they socialise, with wellness and mindful living taking priority over alcohol. Traditionally, drinking has been a key part of bringing friends together, but as Gen Z increasingly seeks alcohol-free alternatives, real-life social gatherings are becoming less frequent, often replaced by digital interactions.
This shift extends to travel, where. 83% of young travellers now avoid drinking, moving away from the party centric holidays of the past. Instead, they prioritise cultural immersion, sightseeing, and meaningful experiences. Staying sober on the road is not just a lifestyle choice but a way to stay safe, aware, and fully present in their adventures. As a result, these travellers are actively seeking high-quality, alcohol-free options that allow them to enjoy social moments without compromising their safety or experiences.
As the demand grows for non-alcoholic drinks and real-life connections are becoming increasingly scarce in our digitally dominated world, it’s time to spark a shift, encouraging friends to reconnect, step away from screens, and create meaningful moments, lasting memories, and authentic experiences.
Introducing OTR Zero
On The Rocks, On The Road Campaign
The premium non-alcoholic cocktail designed for real-life adventure. Whether you’re chasing sunsets, hitting the open
road, or reconnecting with friends, OTR Zero proves that zero alcohol doesn’t mean zero fun.
On The Rocks, On The Road is about adventure, real connections, and unforgettable moments. As Gen Z embraces a more mindful lifestyle, this campaign encourages
them to step away from digital interactions and be present in the real world. Whether it’s a road trip to somewhere new or a chance to reconnect with friends, OTR Zero proves that the best experiences don’t need alcohol, just great company, open roads, and stories worth telling. By bringing people together in the moment, this campaign inspires spontaneity, deepens friendships, and reminds us that the most meaningful memories are the ones we create in real life.
On The Rocks, On The Road
The On The Rocks, On The Road campaign brings OTR Zero to life through interactive vending photo booths placed along iconic road trip routes. Designed to inspire real life connections and responsible choices, these pop-ups offer travellers a refreshing pit stop and a chance to capture unforgettable moments. More than just a promotion, this activation integrates into the travel experience, turning every stop into an opportunity to connect, capture, and share the journey.
The OTR Zero App is the digital hub of the On The Rocks, On The Road campaign. Centered around the OTR Zero non-alcoholic cocktail, the app lets userslocate the vending booths, scan bottles to collect loyalty stamps, and explore the On The Rock, On The Road road trip routes.It also offers top travel tips, destination insights, planning tools to inspire unforgettable journeys and the option to purchase OTR Zero directly through the app. Designed to spark real-world connection, the app transforms a simple drink into a shared adventure.
Coming up with the concept
I really struggled at the start of this D&AD Brief to find a strong concept that would appeal to the target audience outlined. However, extensive research and mind mapping eventually led to the concept I have show above. Through this in depth research and idea mapping I was able to reach what I believe is a strong concept.
Development
