ESM-108: UGC Post-It — Monkey Mind Reminder

**Format:** UGC Static (Post-It note stuck to a bathroom mirror)

Metadata

Field	Value
Brief ID	ESM-108
Format	UGC static — post-it on mirror
Product	Easy Man Reserve
Persona	Nightcap Switcher (primary) — heavy-drinker segment
Angle	Monkey mind — self-signal
Emotion	Recognition + quiet resolve
Awareness	Product aware (retarget)
Funnel	Retarget only — site visitors, cart abandoners
Size	1080×1350 + 1080×1920

Copy

Handwritten on the post-it — adapted from PODCAST 05:56 and BIBLE §1

Tuesday night: one Easy Man.
Not three beers.
Wednesday morning: clear head.

Caption below photo (brand serif)

The note he put on the mirror three months ago.

Sub-caption (smaller)

Reserve is the drink he replaced the third beer with.

CTA

Shop Easy Man Reserve

Creative Direction

A real photograph. Bathroom mirror with steam still settling from a hot shower. A yellow sticky note, stuck at eye level. The handwriting is messy but legible — a man's writing, with crossed-out words visible (he rewrote it).

Reflection element: in the mirror, just visible, we see a blurry reflection of a man reaching for his toothbrush. An Easy Man Reserve can sits on the sink counter in the reflection. Only a hint — the scene is about the note, not the product. Camouflaged product placement is the strength.

Layout:
- The photo fills 65–70% of the frame
- Warm cream halftone section at the bottom for caption + sub-caption + CTA + Reserve can render in the lower right
- No harsh crop — composition is photographic, not designed

Typography:
- Handwriting on post-it = real hand-lettering (not a font) or a highly convincing handwriting font (Bradley Hand heavier weight, or Kalam)
- Caption + sub-caption + CTA = brand editorial serif, CTA button

Variation Table

Output A — MIRROR REFLECTION

The canonical execution described above.

Output B — DESK MONITOR

Post-it stuck to the bezel of a monitor with a half-written email visible behind it (blurred). Laptop camera tape in the corner. The "home office" version of the same note.

Output C — CAR DASHBOARD

Post-it stuck to the steering wheel. Through the windshield: a driveway coming up at sunset. The note read as he parks after work.

Output D — NIGHTSTAND

Post-it on a nightstand next to an alarm clock (6:15 AM) and a full glass of water. Reserve can in the background, slightly out of focus.

Asset / clip table

Element	Source
Reserve can render	`/Assets/Hi Res Can Renders/` (Reserve — if not present, generate from label art in `Can Labels/Easy Man Reserve/`)
Lifestyle bathroom/bedroom/dashboard scenes	`/Assets/All Lifestyle Shots/`
Post-it art direction	Handwritten, pen on yellow 3M sticky

Compliance

Reserve is retarget-only for this brief. Per the product catalog, Reserve is the highest-dose SKU. Not appropriate for cold prospecting or newcomers.
No prohibited paid-copy words.
"Joe's note" is a creative framing of his documented behavior change from PODCAST + BIBLE — not a fabricated testimonial.

Ad body text (NOT in the image)

You've already clicked around. You already know the pitch. Here's the one piece most people miss on their second visit.

Reserve is the drink for the nights when one isn't enough and three beers is too much. 10mg × 2 microdosed goodness. 65 calories. Brewed at a 2x World Beer Cup winning brewery.

The nightly ritual, refactored.

Ships direct. Must be 21+.