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school of thought 2026:
ima global x nirva
Created during Week five of Sot 2026, this work was my response to the ima brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to reposition Nirva as a modern, mindful alternative to traditional tequila, targeting 25-40-year-olds who want to enjoy themselves while maintaining a healthy balance.
The campaign aimed to challenge tequila’s association with excess and hangovers, showing that low and no-alcohol tequila can still deliver a great drinking experience without the regret.
THE SMP:
“Tequila is a drink you can actually enjoy now”
THE insight:
76% of UK alcohol drinkers say they are actively moderating their alcohol intake, with 20% wanting to stay more in control and present, and 36% wanting to feel better the next day (KAM, 2025).
Today’s drinkers want more from their social lives. As moderation becomes part of mainstream culture, Nirva can reframe no/low drinking as the choice that helps people miss less of what matters.
THE idea:
‘Nirva missing out’
The ‘Nirva Missing Out’ campaign is a playful reframe of the fomo acronym (fear of missing out). The idea is rooted in the fact that, with Nirva, you’re not missing out by choosing no or low alcohol. You’re actually missing less of what matters:
Missing less of the conversation.
Missing less of the authenticity.
Missing less of the joke.
Missing less of the night.
Missing less of tomorrow.
With Nirva, you’re never missing out.
FESTIVAL ACTIVATION
ACTIVATION BY DAY:
ACTIVATION BY NIGHT:
ACTIVATION EXTRAS:
Memory wall activation, encouraging festival goers to write memories from the weekend they may otherwise have missed.
Candid polaroids captured in the activation space, to capture visitors enjoying the Nirva activations,
unposed and unstaged.
