HEY YOU - SCREW THE Q

Creative Director & Copy Lead @ Hedgehog Agency

Queues suck.
That was the whole insight. And honestly it was enough to build a campaign on.

Hey You wanted to launch their queue-skipping food and drink ordering app into Brisbane and own the morning coffee moment. So we gave the letter Q the flick.

We created Screw the Q.
A movement to liberate caffeine-deprived humans from lineup misery.
Posters, social, cafe activations, petitions, free coffees in the CBD… anything to get people skipping the queue and ordering ahead.

Impact:
• Demand and downloads in target cafes up
• Strong local awareness and adoption
• Brisbane happily stopped lining up for coffee

My role: Creative Director & Copy Lead
BTS note: Challenging a nation’s deep devotion to lining up was one of my finest moments.