Horizon Organic \ Brand Re-Launch
WE’RE ALL FOR WEIRD JUST NOT IN FOOD
To launch Horizon's plethora of snacks and dairy projects, we wanted to connect our Organic promise to our greatest reason to believe: Kids. Kids are our gold standard, and are the reason why we do what we do. So when we had to connect our Organic story to kids, it was simple. Kids are so wonderfully weird, that they don't need anything extra weird in their food. Grow The Kids!
When we wrote our campaign line, "we're all for weird, just not in food" we realized that all we needed to do was remind parents of the wonderful weirdness in their own kids, by simply showing a film that celebrates the wonderfully curious, imaginative weirdness in all kids. So that's exactly what we did. We then screened these commercials before all kids films in theater that summer, where parents and kids would be watching the spots together.
Director Ayse Altinok
Editor Paul Martinez
Colorist Mark Gethin
Creative Directors R. Utzinger, J. Bottenus
Copywriter Megan Winterhalter
Art Director Steph Hayden
Producer Andrew Koningen
CCO Jeff Kling
Before we were able to launch the "We're all for weird, just not in food" campaign, we first had to launch "grow the kids", the Horizon tagline and brand promise. We had a very small budget, with a huge need for print and pre-roll so we made these print ads from the POV of a child that could speak directly to parents without any of the typical Organic scare tactics. We expanded Horizons logo to incorporate the new "Grow The Kids" tagline, and developed the Horizon's kid-like voice and graphic world.
llustrator Jeff Canham
Creative Director Jason Bottenus
Copywriter Megan Winterhalter
Art Director Steph Hayden
Producer Mimi Levin/Julie Ruddy
CCO Jeff Kling