With Sparks, the leading caffeinated-alcohol-beverage, the challenge was “sell more without selling out.” Our focus was to drive awareness of the product with legal-drinking age consumers while preserving the unique and authentic spirit of the brand. The advertising offers a view of an exciting and random night out with Sparks. The combination of storytelling and locally relevant activities provides multiple ways for the work to cut through the typical banner clutter and connect with consumers. The result was a campaign that preserved the authentic feel of the brand and drove a significant increase in brand awareness, particularly unaided awareness.