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Creative Work of the Week: More Labs beats the hangover with Morning Recovery campaign

The More Labs campaign ‘So You Don’t Feel Like Sh*t After Drinking’ imagines a life without hangovers, thanks to its product, Morning Recovery, designed to ease the effects of alcohol the following day.

Morning Recovery is a beverage to drink before, during or after drinking alcohol, and is intended to reduce the impact of having one too many. The beverage contains DHM, a natural ingredient derived from the Japanese raisin tree which is said to accelerate the removal of these toxins in the liver.

The campaign video, by More Lab’s in-house content studio, explains the scientific process of Morning Recovery, as well as introducing the viewer to a host of characters they might recognize and who might benefit from the drink.

The video is set to run on YouTube and Facebook, and on Instagram with shorter cuts.

For its all-too-relatable depiction of the modern-day hangover, The Drum's readers voted the campaign the Creative Work of the Week.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

More Labs' Morning Recovery is any person's insurance policy against rough mornings after drinking. Whether you've had one, or one too many, it's designed to reduce alcohol’s negative effects and help you bounce back after drinking — without the symptoms.

Just one bottle before, during, or after drinking will leave you feeling right as rain when that pesky alarm goes off. Morning Recovery contains DHM, a natural ingredient derived from the Japanese raisin tree. When you drink, alcohol is broken down by your liver into a toxin called acetaldehyde — which is responsible for the headaches and nausea you feel the next day. The highly-soluble DHM used in Morning Recovery accelerates the removal of acetaldehyde in your liver, so your body can flush it out faster and you can get back to normal.

A brand video, by the company's in-house content studio, explains the process with science and some winking wit.

The campaign video will run on YouTube and on Facebook and Instagram with shorter cuts. The goal of the campaign was to draw attention to the all-too-relatable modern-day hangover. Even though it presents itself differently in these distinctive characters, it's a universal feeling almost everyone has experienced. 

Director: Stefano Anania
Writer: James Chen
Producer: Stefano Anania
Director of Photography: Clifton Stommel
Production Advisor: Suraj Davé
Production Company: More Labs in-house production
Hair & Make-up Artist: Sierra Barton
Post Production Supervisor: James Chen
Editor: Stefano Anania
Art Director: Stefano Anania
Animation: Misha Frolov & Michael Kazanowski
More Labs CEO: Sisun LeeCAST:
Scientist: Danielle Heaton
Girlfriend: Georgia Fowkes
Boss: Kyle Williams
Mother: Tricia Campbell
Bro 1: Benjamin Welch
Bro 2: Collin Miller


Featured by The Drum