From the beginning of Covid, rapper fans are disappointed about having their favorite rapper's concerts canceled, losing party mood, and feeling distant with them because of the lockdowns but now people feel freer to talk about wanting a drink whenever they want without judgment.

For the first time ever, R&B/hip-hop has surpassed rock to become the biggest music genre in the U.S. in terms of total consumption, according to Nielsen Music's 2017 year-end report. This project was a brief for class during my M.AD journey. I allied my skills with another art director classmate to contribute to this campaign and conceptualize together the different executions.

Change the ‘cool’ drinks in the rap culture to show you can drink whatever you want at home.

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