Joelle DunkleyMultidisciplinary creative
← Art Direction & Graphic Design

The Uncomfortable Truth

One Club Miami · Creatives on the Beach
Sustainability Cube Award winner

Nothing’s worse than wet socks… well, except for sewage in your water. For the Creatives on the Beach competition, teams had two hours to come up with a viral Instagram campaign raising awareness about sewage in the Miami waterways.

Competition concept. Campaign calls to action below are presented as the original creative proposal.

Start of campaign video

Start of campaign:
TikTok / Instagram post

Think having wet socks is uncomfortable? Try being an ocean polluted with sewage. To show how you stand in solidarity with the polluted Miami waterways, post a picture or video of yourself standing in water with socks, using the hashtag #theuncomfortabletruth. If you can’t complete the uncomfortable challenge, you have to donate $20 to the Florida Water Environment Association. Good luck! 👍

#creativebeachmia @oneclubmia @surfridermiami

Campaign Posts

Socks in Miami water
Nothing’s worse than wet socks. Well, except for sewage in your water. Post your sock beach pics with the hashtag #theuncomfortabletruth #creativebeachmia @oneclubmia @surfridermiami
Wet-sock challenge campaign post
What a beautiful day to recycle and dip our socked toes into water 😊 post your wet sock pics and vids with the hashtag #theuncomfortabletruth. That is, if you don’t hate the oceans... 😳 #creativebeachmia @surfridermiami @oneclubmia
Animated creative wet-sock challenge
No water? No problem. You can get creative with #theuncomfortabletruth challenge. #creativebeachmia @oneclubmia @surfridermiami
Sustainability Cube Award presentation
With our campaign “The Uncomfortable Truth”, we won the Sustainability Cube Award.

The campaign concludes with a call to action, where everyone who completes the ‘Uncomfortable challenge’ sends a pair of their wet socks to the city’s legislators. If the legislators don’t make a change,

packages of wet socks will end up at their desk.

CREDITS

Concept: Joelle Dunkley & Matt Karas.
Art Direction: Joelle Dunkley.
Copywriting: Matt Karas.

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