Karma Cola is taking over Shoreditch with an entertaining ad campaign aimed at "bad adults".
The challenger soft drink brand, which sells Fairtrade and organic fizzy drinks while helping farmers in Sierra Leone, has ditched the tropes of purpose-driven advertising with comic strip-style posters featuring a character called Lesley. Illustrated by Blinkink’s James Papper, Lesley represents adults who have good intentions but fall short when life gets in the way. Ads show Lesley failing to go on a morning run, farting during yoga, complaining of gentrification while visiting Shoreditch House, and taking a long-haul flight to protest climate change. It is the first work for the brand by Wonderhood Studios, the start-up founded by former Channel 4 boss David Abraham. The campaign was created by Stacey Bird, Jack Croft, Ads DeChaud and Phil Le Brun.