Mead and 13-year creative partner Epsilon have launched a new back-to-school campaign for the Five Star line aimed at inspiring students to channel their inner strength to overcome stress.
Dubbed #StrengthNotStress, the multi-platform campaign will run across TV, digital video and social media, and will feature Five Star’s TV mascot Cinco the Dog.
Five Star products have always been “Built Strong to Last Long” and #StrengthNotStress taps into the idea that teens — who are also built strong — can channel that strength.
The multi-million dollar campaign targets 13-21 year olds and will run through peak back-to-school weeks. Four 30-second TV spots will run across networks like MTV, MTV2 and Teen Nick, as well as VOD like Hulu. The TV spots are funny in nature and show how tough Five Star products are in a variety of situations including sumo wrestling and against zombies.
Client: Mead Five Star