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
ShakeDowns Facebook App
ShakeDowns Facebook App
In-Store Grocery Cart Ad
