Humanaut Creates World’s Most Skippable Ad on Behalf of 100 Organic Brands
Creative agency Humanaut has devised an attention-getting campaign that employs reverse psychology for non-profit Organic Voices. The centerpiece is a bulky list of more than 700 chemicals that are allowed in food processing and manufacturing. Viewers are told they can “skip” this ad and all of these chemicals and go with organic when shopping for food, household products, or textiles.
In a rare show of unity from a single industry, more than 100 brands and like-minded organizations from the organic sector and beyond including Amy’s Kitchen, Applegate and Organic Valley have come together to support the campaign and its message: skip the chemicals and just go with organic.
The campaign was produced in-house in the newly built Humanaut film studio in Chattanooga.
SPW Credits
Screenwork Credits
Client: Organic Voices Campaign Title: Skip the Chemicals
Agency: Humanaut
Chief Creative Director: David Littlejohn Chief Strategy Officer: Andrew Clark Creative Director: Nathan Dills Associate Creative Director: Will Benham Director of Content: Dan Jacobs Director of Production: Tommy Wilson Account Director: Deborah Riley Account Manager: Fritsl Butler Art Director: Bethany Maxfield, Steven Preisman Copywriter: Nathan Dills, Will Benham, Austin Howe, Jedd Levine Senior Designer: Jen Rezac Designer: Coleson Amon
Production Company: Humanaut
Director: Dan Jacobs Producer: Alvaro Donado Associate Producer: Thomas Stroud Director of Photography: Dillan Forsey Post Producer: Kyler Potter Editor: D’arce Peter Musical Composition: Bethany Maxfield, Joel Sparks
Original Score: Summer Dregs / SummerDregs.com
Motion Graphics: Victor Tyler Audio Mix: D’arce Peter Color: Annie Huntington
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
