The Ask: Create an integrated campaign that defines and strengthens the brand’s vision.
Strategy
Insight: We often praise hard work and overexertion while disregarding rest and a balanced diet.
Opportunity: In a society that so heavily values the grind, Fairlife has an opportunity to highlight the importance of self-care and rest.
Big Idea: Position Fairlife as a recovery drink, paired with restful moments instead of protein goals and heavy workouts.
Process: We originally wanted to focus on the contrast between rest and overexertion. For example, we would have someone sitting at a cafe, sipping on Fairlife, while joggers sweat past.
As we continued to brainstorm different visuals, one thing kept showing up: chairs. Subconsciously inspired by our classmates working on a bean bag assignment, we decided to bring chairs to the forefront of our campaign, with couches and benches taking most of the visual space.
Credits: Leslie Angel-Lopez (Copywriter + Art Director); Allyson Kane (Copywriter + Art Director); Robert Snead (Copywriter + Art Director).