In collaboration with CAVEAT creative, I developed a digital and social campaign for Happy Family Organics. In an effort to stand out in the category, we chose to show the real side of parenting.
We brought a real truth to the word happy and recontextualized it as something greater than the perfect instagram pictures we all see too often. We wanted to show that it is much more than a carefree emotion. Happy is fearless confidence. We wanted to visualize the power it can have in our lives, and in turn, the strength it can give us as parents.
We brought a real truth to the word happy and recontextualized it as something greater than the perfect instagram pictures we all see too often. We wanted to show that it is much more than a carefree emotion. Happy is fearless confidence. We wanted to visualize the power it can have in our lives, and in turn, the strength it can give us as parents.
Essentially, being healthy and living organically is often a huge stress for parents. But, if the result is Happy, the extra effort is always worth it. This put the power back in parents hands, and Happy family organics became their brand to access it.
Creatively, we pushed the messy, imperfect, and uncontrollable moments of being a child, up against the trivial stresses that parents are distracted by. We challenged the adult world to compete with Happy...and clearly, Happy always wins.
Creatively, we pushed the messy, imperfect, and uncontrollable moments of being a child, up against the trivial stresses that parents are distracted by. We challenged the adult world to compete with Happy...and clearly, Happy always wins.
Creative Director, Design - Andrea Gustafson
Ex. Creative Director - Evan Slater
Ex. Producer - Joshua Greenberg
Agency - CAVEAT