Liquid Death —
Be the Most Innocent Villain
In modern society, we live under the pressure of being "good," bound by rules that shape our behavior—yet deep down, we all crave a moment of rebellion. Liquid Death embodies this paradox: a bold, villainous exterior hiding 100% pure mountain water. This advertisement challenges perceptions, celebrating the freedom to look like a villain while remaining utterly innocent.
Overview
Client
Liquid Death
Type
Student Collective Project
Designed like a wanted poster, these billboards and flyers call on bold souls to join the Innocent Villain movement.
With Liquid Death, you can embrace the look of rebellion while staying 100% pure—because not all villains are guilty.
Out of Home & Print
"Drink and Drive" experience turns an ordinary drive-thru into a rebellious yet guilt-free thrill.
Roadside signs guide drivers to grab an ice-cold Liquid Death, proving that sometimes, breaking the rules is just a matter of perspective.
Interaction
The Villain Kit is the ultimate PR and consumer activation, featuring Liquid Death drinks branded with our bold Innocent Villain messaging.
Whether for media or fans, this kit lets anyone embrace their rebellious side—while staying 100% pure.
Activation
Bradley Cooper with his DRINK WITH YOUR BABY Villain Kit
Angelina Jolie with her DRINK WITH YOUR PET Villain Kit
Consumers could discover the Liquid Death “Villain Kit” not in the usual water aisle, but hidden in unexpected corners of supermarkets and delis. In line with the campaign’s theme, the product was boldly placed in baby supplies, car accessories, and even pet sections—turning a routine shopping trip into an irreverent brand encounter.
