Campaign Overview
We were tasked with launching ShakeDowns (a healthy baby carrot snack with natural seasoning) in big ol’ Texas on a tiny budget. Using digital-only platforms, our goal was to get serious amplification about a snack no one knew about.
We used social listening to scour Twitter for snacks Texans already craved – and use their tweets as fuel for custom songs that we wrote, played, shot, edited, and replied to them with – all within an hour. But when we got San Antonio Spur Matt Bonner on board, it blew up nationally, even earning coverage on ESPN.
Credits
Agency: Proximity Canada
Senior Art Director: Jon MacArthur
Senior Copywriter: Ed Malyon
Producer: Jessica Valentini
CD: Dave Stevenson
ECD: Jon Finkelstein
Agency: Proximity Canada
Senior Art Director: Jon MacArthur
Senior Copywriter: Ed Malyon
Producer: Jessica Valentini
CD: Dave Stevenson
ECD: Jon Finkelstein
Awards
2014 FAB Awards – Advertising Effectiveness
2014 Applied Arts x3 – Online Campaign, Viral, Branded Content
Case Study Video
Matt Bonner Rap Video
Campaign Kickoff Social Post
![](https://cdn.myportfolio.com/ff0d77fb5c206e4379cb91e1893ef43e/fddbc1288f62fd0011b4f53884775d00cd2f934b052c12b3e5a23ec09101b3aae3a295f7a4a4e573_rw_600.jpg?h=bf1ac7a702ca4c8c962f3af0aff0a218)
ShakeDowns Facebook App
![](https://cdn.myportfolio.com/ff0d77fb5c206e4379cb91e1893ef43e/e684e33a5a56a9947501ced66543f67d2cfb5f820fe8b99ddac6c793dfca250beb96f9df5975411b_rw_1200.jpg?h=466f0e80905a9f8439ecb768d03bdd69)
ShakeDowns Facebook App
In-Store Grocery Cart Ad
![](https://cdn.myportfolio.com/ff0d77fb5c206e4379cb91e1893ef43e/9436d18629b1b080684f2cc7f57d085c549075b6dded6db454810e373d8e736764747009c4c2c5bc_rw_1200.jpg?h=c5bad20e4f19731473570bde8877a4a3)