Enough to function
Energy drinks sell ambition. They promise more, more power, more performance, more life.
But in reality, they’re just there to get you through the day.
The Bare Minimum Club reframes energy not as aspiration, but as survival, stripping away the illusion to reveal a more honest, relatable truth.
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To challenge the aspirational narrative of energy drinks—repositioning them from symbols of performance to tools of everyday survival.
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A stripped-back, brutally honest campaign that rejects overpromising, using irony, contrast, and real-life scenarios to show energy drinks for what they are: not a boost toward greatness, but just enough to function.
OOH
DESIGN & COPYWRITING: ALICE TUNINI
COLLAB STRAVA X ROCKSTAR
SOCIAL
