Brief: “Drink now, no regrets tomorrow”

Challenge: Help NotCo launch NotHangover, a new probiotic shot which helps mitigate the effects of alcohol

the day after (aka hangover)

Insight: People have become cynical and distrusting of big promises

Idea: If a group of nerds can put their heads together to do the seemingly impossible and cure hangovers, then maybe we should start believing in the impossible