World's First Chief Hangover Officer

Aussies suffer through an average of 39 hangovers a year - and 36% of us will try just about anything for relief. Bull's penis? Vodka-soaked socks? People were already out there experimenting, so we decided to make it an official job.

alc-eze is a hangover supplement that actually works. But in a crowded and sceptical category, we needed an idea big enough to cut through. So we created the world's first Chief Hangover Officer - a real, paid C-suite role dedicated to travelling the globe in search of the weirdest and most wonderful hangover cures on the planet.

The package? $100,000 a year, fully funded international travel, and a $20,000 bonus for discovering a new ingredient. Suddenly, everyone wanted in.

We launched the role across job boards to prove it was real, handed an exclusive to Pedestrian TV, then cascaded the story across news, lifestyle, TV and radio - feeding live application numbers back into the pitch to keep momentum building. Once our CHO was appointed, she hit the airwaves and then the road, testing cures (yes, including the bull's penis) and bringing back content to keep the story flowing.

The applications flooded in and so did the coverage!