Campaign extensions demonstrate the importance of choosing organic to protect you and your family from more than 700 chemicals
Humanaut has created “The World's Most Skippable Ads,” a fresh round of marketing extensions for client Organic Voices, to demonstrate why it’s better to eat and use organic products. The work is a continuation of Organic Voices’ 2019 “Skip the Chemicals” campaign, also by Humanaut.
The objective of the campaign is to highlight the hundreds of dubious ingredients allowed in conventional foods to eliminate confusion between organic and other labels. The takeaway: Only organic provides true peace of mind because it never contains these 700+ ingredients featured in the videos.
“There are not many industries that come together to support a singular message, but the mission of the organic industry has always been to create a more sustainable agricultural system and create healthy, toxic-free foods and products,” said Grant Lundberg, CEO, Lundberg Family Farms (Organic Voices campaign partner). “Consumers today have so many competing messages, and as an industry we have come together to educate people on the benefits of purchasing organic. We have made it simple for consumers: skip the chemicals and just go with organic.”
The original work, “The World’s Most Skippable Ad,” was a pre-roll YouTube video in which a couple washed dishes and sang the names of more than 700 chemicals—which also scrolled on screen—that are prohibited from use in organic food, farming and products. Every few minutes, they’d break and remind the audience that they could “skip the commercial”—just as they could skip the chemicals by avoiding these products. Many continued to watch the entire 30-minute ad: It received more than 16.5 million views. “Skip the Chemicals” also won a 2020 Shorty Award.
The three new executions are equally creative, ambitious—and insanely long:
- “The World’s Most Skippable Recipe Video,” in which more than 700 chemicals are added to a cookie recipe that even Cookie Monster would refuse. It takes more than 45 minutes to do so.
- “The World’s Most Skippable ASMR video,” in which an ASMR artist reads more than 700 hard-to-pronounce chemical names in a soothing voice throughout an hour-long video.
- “The World’s Most Skippable Cake Decorating Video,” in which a cake artist hand decorates 31 sheet cakes with the names of more than 700 chemicals prohibited from use in organic food, farming and textiles. The project clocked in at more than six hours.
The campaign media is running on digital social channels: Facebook, Twitter, Instagram and YouTube. “ASMR” and “Cake Decorating” launched over the summer, and each is attracting a robust fanbase. ASMR has 1.3 million views and 29.9 million impressions so far. Average watch time: 10 minutes. “Cake Decorating” has even more views (1.4 million) and is competitive in terms of impressions (27.4 million). “Recipe” debuted Oct. 5. Like World’s Most Skippable Ad, both “Recipe” and “Cake Decorating” also have two-minute trailers. There are now more than 20 million views and 100 million impressions from all three videos.
“We created these ridiculously long videos assuming no one would ever really watch them, but they’d get the point,” said David Littlejohn, founder and chief creative director at Humanaut, “It turns out, we have a record-breaking engagement rate on this super-long-form content that features only chemicals. And the longer people watch, the more they realize they just need to buy organic.”
“We are excited to see the success of the campaign and support the important work that Organic Voices is doing to help clear up confusion when it comes to organic,” said Tripp Hughes, senior director of Consumer Strategy, Organic Valley (Organic Voices campaign partner). “The latest video underscores for consumers that by choosing organic they can avoid a long list of chemicals, including many linked to adverse health risks.”
Humanaut has been working with Organic Voices since 2013.
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More