Savanna TryJan
Experiential Concept Development · Visual Direction · Consumer Experience Design
As part of a partner agency supporting the lead team at TBWA, I developed experiential concepts and visual thinking for the Savanna Try January platform. The work translated the idea of “trying” into playful, participation-led brand experiences designed to position Savanna Dry and Alc-Free as social, humorous and accessible choices during January.
Experience Concepts
Off-Trade Blind Tasting Experience
Branded tasting carts and tables invited consumers to guess between Savanna Dry and Alc-Free through a blind tasting challenge. The experience combined sampling, app sign-up and reward mechanics including prizes, branded keepsakes and promotional offers.
Yogaha Regional Events
Comedy-meets-yoga social sessions hosted across multiple cities, combining movement, entertainment and product sampling. Participants received branded kits and interacted with the brand through relaxed, low-pressure experiences that reflected the campaign’s playful tone.
The Try-Athlon
The Try-Athlon reimagined traditional fitness culture through Savanna’s humour lens, transforming performance-driven activity into a social experience centred around participation and play.
Instead of competition, the format encouraged people to move through a series of intentionally light-hearted challenges, from DJ-led movement to lemon-picking and a comedy-led Yogaha finale. Each moment was designed to lower barriers, invite self-awareness and celebrate the idea of “trying” rather than achieving perfection. Try Jan Activation V4
The result was an experience that felt inclusive, culturally relevant and distinctly Savanna, turning wellness culture into something approachable, social and dryly humorous.
Role and Scope
Experiential Concept Development · Visual Direction · Consumer Experience Design
Developed experiential concepts across multiple campaign touchpoints
Helped shape how Try January translated into physical, social experiences
Contributed visual thinking for branded environments and consumer journeys
Supported the creation of cohesive participation mechanics across events
Impact
The work expanded Try January beyond a promotional campaign into a multi-touchpoint experiential platform, combining humour, social interaction and product discovery in a way that felt distinctly Savanna.