A culturally led campaign bringing Orchard Thieves’ Obey Your Instincts platform to life for a Gen Z audience.

Working within strict copy clearance regulations, we focused on behaviour over product. The tagline anchored the campaign, keeping the brand central while remaining fully compliant.

Built around spontaneity, we invited people to trust their instincts through street activations and live social moments. What began as impulse challenges grew into larger stunts, culminating in a city-wide treasure hunt for Electric Picnic tickets. At the festival, a hidden-camera activation centred around a ringing vintage phone invited attendees to follow their instinct and pick up.

Rolled out across in-feed posts, carousels, interactive stories and reels, the campaign translated the brand platform into culturally relevant action for a new generation.

Creative Direction: Peggy O’Neill
Team: Karla Chubb, Niall Kelly, Jonathan Murphy, Gareth Byrne