ocean spray
Ocean Spray asked us how to better resonate with the 18- to 24-year-old market, aka the Youth and Young Adult market, aka YAYAs.
Our team realized that when it comes to food, dirt isn't a bad thing.
because:
It was my mom's idea. Ok, no, it was mine (trying to get a job, here) but when sifting through the insights and research I couldn't stop thinking about helping my parents make dinner in the summer. We'd pick lettuce from the garden in our back yard, and there would always be just a teeny bit of dirt left on the leaves. But we wouldn't care, because we knew it was good dirt. Clean dirt. Dirt we love.
Turns out Ocean Spray also loves good, clean dirt, because they chose our campaign to implement in the future.
creative elements
juice labels: my pride and joy. my five children.
video scripts
Our campaign video that serves as a tv commercial for the Live Dirty campaign. It introduces the true love we've found in getting dirty, for goodness' sake.
Our contest video introduces the consumer interaction of the campaign which is a chance for Ocean Spray drinkers to win a free trip to Chile. Really hoping Ocean Spray decides to implement this campaign element because I'd apply every day until I died.
social
Team: AD - Jillian Mullin | GD - Kristy LaRue | Video - Brad Nachtrieb | CM - Rachel Moore | CW - Nobody. Just kidding it was me.
Live Dirty is a campaign produced by MOJO Ad at the Missouri School of Journalism. All contents are the property of Ocean Spray and shall not be modified, reproduced or used without prior consent.
© 2017