If possible, with "Pinhead" by the ramones playing the background (because it is the song is where their catchphrase of "Gabba Gabba Hey" became popular). This will both establish the "alt-culture" nature of the brand, make a reference that people will either appreciate or look into (offers major cred on the scene) and the line will work as subliminal branding. This is the actual idea regardless: A series of polaroids in sets of two or three: 1st set snowboarding theme -action photo -then photo of friends at lodge with someone drinking GABA or holding can 2nd set surfing/kite boarding -action photo -then photo on beach, friends with arms around each other, someone with GABA can 3rd set playing Wii (or whatever works here) -action photo (wii tennis?) in living room -sitting in the backyard drinking gaba around the fire "Go GABA." could dovetail with social campaign: "Make your own story at GABA.com, upload photos to show what you and your friends do when you 'go GABA'?" could dovetail with print and banners of single or double polaroids: "mini-stories"