Being sour is so much more empowering than being sad. The Sour Hearts Club is a place where bitter singles can be unapologetically mad AT LOVE ON that one wretched day in February. Leave us alone and shut the hell up.
Like our backward tagline? yeah, we do, too. It's just like our special edition Sour Patch kid's hearts. Valentine's Day is a cheap facade, and so are these candies. They're cute on the outside, but through the thin top coat is a sour message. we're mad. we don't wanna talk or have a cute conversation. We'd rather sit in our depreciation.
Social versions of our blunt little sour candies.
In the end, Isn't everyone at least a little bit single?
for some reason, movie theaters are seen as a place where only couples or groups of people can go. but the Sour Hearts Club does not ever gather. so during Valentine’s day, Cinemark will give people - who purchase only one ticket - a discount while offering a selection of unromantic movies.
spec work from the byu adlab
Copy and content: Jay Cook
art: Cassie Powell