Daytrip - ESCAPE THE ORDINARY
Creative Concept / Art Direction / Illustration
The SITUATION
Everybody needs a break from reality.
Not a full vacation — just a flicker of wonder in the middle of the day. A moment of relief.
Even in our busiest moments, we crave something surreal, soft, and beautiful.
Because sometimes the most powerful escape isn’t from the world — it’s from how the world makes us feel.
The CHALLENGE
And yet, the modern world leaves little space for wonder.
From the moment we wake up to the moment we fall asleep, our attention is under siege — by ads, emails, news, meetings, traffic, deadlines.
The body might pause, but the mind never stops moving.
In all this noise, true mental escape isn’t just rare. It feels nearly impossible.
The IDEA
Escape the Ordinary: Giving the mind a place to wander.
Daytrip — the drink designed to elevate mood and ease the mind — turned the city itself into a portal for that feeling.
To awaken imagination and spark a reset, we reimagined the busiest, most overlooked corners of the city as invitations to dream.
Surreal, illustrated posters broke through the everyday blur — offering not just a visual detour, but a sensory reflection of what Daytrip delivers: calm, creativity, clarity.
The EXECUTION
We took over high-traffic neighborhoods with wheat-paste murals and posters that felt more like art installations than ads.
Inspired by Daytrip’s ethos — lightness, joy, and freedom from the grind — each piece became a “window” into an alternate world.
Vivid, dreamlike scenes fused Daytrip’s Californian energy with the quiet surrealism of a lucid dream.
A reminder that the extraordinary doesn’t have to be far away — sometimes it’s waiting right around the corner.
The Results
The campaign proved to be a resounding success, far exceeding expectations and providing measurable results across several key areas:
30% increase in social media mentions within two weeks, driving organic buzz.
45% increase in website traffic, particularly on product pages, boosting direct sales.
20% sales increase at partner retailers like Whole Foods and Erewhon in key cities.
72% positive consumer feedback, with many curious to try Daytrip products after encountering the campaign.
25% increase in brand recognition across the five target cities in under six weeks.
The wheat paste campaign successfully elevated Daytrip’s brand visibility and engagement, driving both online and in-store sales while reinforcing its identity as a refreshing escape.