Organic Valley - "Good Food is Slow Food "

Humanaut

Humanaut Chattanooga, Estados Unidos

4574

Marca: Organic Valley
País: Estados Unidos

Anunciante: Organic Valley

Título	Good Food is Slow Food
Agencia	Humanaut
Campaña	Call Us Crazy, But It’s Working
Anunciante	Organic Valley
Marca	Organic Valley
Fecha de primera difusión/publicación	2017 / 9
Sector Empresarial	Productos lácteos y huevos
Lema	Humanaut, Organic Valley, Call Us Crazy, But It’s Working, The Food Company Crazy Enough To Change Everything, Our Kind of Innovation?, We Put Fitness Trackers on Cows, Good Food is Slow Food, Who Decides Where Your Food Comes From?, Turning Farmer Into Filmmakers, Turning the Food Industry Upside Down, Why Organic Food Costs More
Sinopsis	Humanaut launched an integrated marketing campaign for client Organic Valley, an all-organic cooperative of more than 2000 family farmers producing milk, eggs, cheese, and butter. The campaign aims to build the brand's awareness amid a growing flood of greenwashing and confusing health claims in the food and beverage industry. The new campaign calls out how the competition uses sunny marketing images and vague jargon to cover up for less-than-ideal farming practices. The ads make a sharp contrast between industrial farming practices and the way Organic Valley food is made, on small family farms, without the use of toxic chemicals, hormones, GMOs or antibiotics. Humanaut's previous work for Organic Valley, which included at least a couple viral successes, has been focused on promoting specific products, such as the dairy co-op’s protein drinks, half & half, and butter. “Call Us Crazy, But It's Working” target the growing population of people who care about where their food comes from and how it's made. In one spot, to prove that their cows (in contrast with most dairy cows) have plenty of room to roam in green pastures, they put wearable fitness trackers on them to monitor how many steps they take each day. Another spot tells the crazy origin story of what happens when a bunch of organic farmers decide to start a company and hire a farmer as their CEO. The cooperative is almost 30 years old, and last year posted a billion dollars in revenue. (Whatever they're doing, it's working.)
Medio	Televisión
Duración	15 seconds
Responsable de la creación	David Littlejohn
Chief Strategist	Andrew Clark
Productor de la agencia	Tommy Wilson
Director de cuentas	Elizabeth Cates
Director creativo	Andy Pearson
Director creativo	Liza Behles
Responsable de conceptos / redactor	Andy Pearson
Responsable de conceptos / redactor	Liza Behles
Responsable de conceptos / redactor	Alana Questell
Director artístico	Greg Dalbey
Design Director	Stephanie Gelabert
Diseñador	Carrie Warren
Diseñador	Coleson Amon
Director de proyectos	Hannah Chandler
Animación	Bethany Maxfield
Realizador	Dan Jacobs
Director de fotografía	Sean Webley
Montaje	Fancy Rhino
Montador	Annie Huntington
Montador	Tyler Beasley
Media Agency	Junction 37