Organic Valley: advert-body-1 by Humanaut
- Location:
Humanaut has launched an integrated marketing campaign for client Organic Valley, an all-organic cooperative of more than 2,000 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.
“Call Us Crazy, But It's Working” targets 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.
Credits
Client: Organic Valley
Agency: Humanaut
Campaign Title: Call Us Crazy, But It’s Working
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Agency Producer: Tommy Wilson
Account Director: Elizabeth Cates
Creative Director: Andy Pearson, Liza Behles
Copywriter: Andy Pearson, Liza Behles, Alana Questell
Design Director: Stephanie Gelabert
Art Director: Greg Dalbey
Designers: Carrie Warren, Coleson Amon
Animator: Bethany Maxfield
Project Manager: Hannah Chandler
Production Company: Humanaut Productions
Director: Dan Jacobs
Director of Photography: Sean Webley
Camera: Tyler Clements
2nd Camera: Clovis Siemon
Producer: Demetrius Nelson
Editing/Finishing: Annie Huntington
Editing/Finishing: Tyler Beasley / Fancy Rhino
Media Strategy: Chris Pyne / Junction 37
Media Buying: Amanda Liu, Christy Provines / Junction 37