My team had to come up with the materials and a campaign to promote a new animal welfare standard, within the company and to the customer. The material was incredibly dense so the visual execution had to be very simple. It had to go everywhere from meat and dairy cases to the side of delivery trucks and online as well.
Whole Foods Market needed a means of testing a new concept: the national campaign. Earth Day seemed innocuous enough to hold little risk for the first execution of an all-stores, seasonal event, but held enough potential to be impactful if the campaign was successful. Thanks to a great collaboration with Digital Kitchen, we were able to re-position much of our own content in conjunction with their quirky messaging in a way that lit up the stores and all of our online platforms. It was a success we would replicate with campaigns around product and events many times after.
The campaign video for EARTHLINGS reminded us of the exotic nature of every normal day on this rock. Showing the power of a slight shift in perspective, never gets old.
