01
One brief. Cracked.
“
Every chatbot remembers you. None of them remembers your brand.
Brand explained ×0 today
01
One brief. Cracked.
“
02
Research you can open, not just trust. Tap one.
03
The line your whole campaign stands on.
Ordering a beer takes one word. Not ordering one takes a paragraph.
Whoever is staying sharp for a race, a toddler or a 7am pitch explains themselves every round. Straight Face hands them back the one-word order.
04
One idea big enough to carry the whole campaign.
Two words.
Straight Face turns its name into the whole order, so asking for a beer you can drive home on takes two words and no explaining.
05
The line people repeat at dinner.
Drink to remember.
Good question.
Tomorrow's also a day.
06
Thirty seconds people retell on Monday.
Minutes
At every party, one guest ends up keeping the minutes.

2am. A wedding, ties off. At table nine, a woman opens a Straight Face and a notebook.
GROOM: Did I say something to your dad?
WOMAN: 11:40. You called him big man. Twice.
A queue forms at table nine.
07
6:00
3 weeks out
Bar shutters in five cities get one thing painted on them: 6:00. No logo, no date.
1 week out
The first 1,000 cans are numbered and sold in person only, one each, at 6am on launch day.
Launch, 6am
The shutters lift and the first toast of the day goes to whoever showed up. The queue is the ad.
08
straightface.example
Have the pint. Keep the 7am.
Game on Sunday, long run on Monday. You want both.
Stock the fridge for SundayPresentation · 12 slides, from the doc
Straight Face’s radio break, thirty voices from one model alone. Write the script, pick the voice, it reads it aloud. Press play, the dial does the rest.
88.1
Charon FM · informative
Drag a tab into the King, or tap it. Watch what it turns into.
Every skill carries a list of lines it will never write. Five of them, and what it wrote instead.
Unleash your potential.
Not just a beer. An experience.
Innovation. Quality. Refreshment.
The taste you love.
Mocktail Magic, Reimagined ✨
Nutcracker is made at Border Zero, a branding and advertising agency. We hold it to the same bar as our client work.
Red Dot for Dodo Pizza · Pentawards ×3 · European Design Awards ×1
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