SodaStream · VP Creative, Allenby Concept House
Shame. With a way out.
I developed SodaStream’s good-versus-bad brand strategy and originated Shame or Glory and NanoDrop. The challenge: make a budget soda maker a desirable, premium alternative to bottled drinks.
The strategy
I developed.
A greener product needed an idea people would notice. My strategic choice was to make buying disposable bottles the bad choice and SodaStream the good one. We pointed the finger at the buyer’s own plastic consumption, then offered a desirable way out.
I originated the concepts for Shame or Glory and NanoDrop, and co-wrote the Shame or Glory script with Ronen Harten. As VP Creative at Allenby Concept House, I led the agency’s strategy and creative work with a large team and production partners. Casting Hafþór Björnsson gave us a recognisable Game of Thrones character and an unexpected comic lead.
01Heavy Bubbles
A fictional water brand in dumbbell-shaped bottles. If you insist on carrying bottled water, at least build some muscle. A Golden Drum winner.
02Shame or Glory
My concept brought the Game of Thrones walk of shame to the supermarket: make buying plastic bottles embarrassing, and choosing SodaStream the redemption. Starring Björnsson and Hannah Waddingham. European Effie Bronze, Carpe Diem.
03NanoDrop
I invented Paris Hilton’s fictional super-concentrated water: an extravagant April Fools’ solution to plastic waste, followed by the reveal of the real one — SodaStream. Over 10 million views in one weekend, around 70% organic.
Original films are unavailable following the expiration of copyright agreements.
Shame or Glory script: Yoash Foldesh and Ronen Harten. Shame or Glory and NanoDrop directed by Ohav Flantz. Heavy Bubbles: initial concept by Matti Yahav; screenplay and direction by Vania Heymann, based on Allenby’s story.