CAMPBELL'S
UNCANNED
CAMPBELL'S
UNCANNED
Addressing the issues that come with having 100% brand awareness, but declining relevance. Campbell’s has some questions to answer – and in this day and age just talking to yourself doesn’t work. Transparency initiatives often suffer from self-serious, overly-wrought, feel-good answers to tough questions. And Campbell’s, as a standard-bearer of Big Food – gets a lot of tough questions. The real question however is – how can they own this conversation?
UnCanned is FAQ 2.0. It poses questions in a way people would actually ask them and doesn’t shy away from big topics. GMOs? Let’s talk about it. Feeding Billions of people? Let’s talk about it. We made the legal team sweat a little but in the end came out with something informative and entertaining (infotaining?). So the question we’re UnCanning is...
Addressing the issues that come with having 100% brand awareness, but declining relevance. Campbell’s has some questions to answer – and in this day and age just talking to yourself doesn’t work. Transparency initiatives often suffer from self-serious, overly-wrought, feel-good answers to tough questions. And Campbell’s, as a standard-bearer of Big Food – gets a lot of tough questions. The real question however is – how can they own this conversation?
UnCanned is FAQ 2.0. It poses questions in a way people would actually ask them and doesn’t shy away from big topics. GMOs? Let’s talk about it. Feeding Billions of people? Let’s talk about it. We made the legal team sweat a little but in the end came out with something informative and entertaining (infotaining?). So the question we’re UnCanning is...
Addressing the issues that come with having 100% brand awareness, but declining relevance. Campbell’s has some questions to answer – and in this day and age just talking to yourself doesn’t work. Transparency initiatives often suffer from self-serious, overly-wrought, feel-good answers to tough questions. And Campbell’s, as a standard-bearer of Big Food – gets a lot of tough questions. The real question however is – how can they own this conversation?
UnCanned is FAQ 2.0. It poses questions in a way people would actually ask them and doesn’t shy away from big topics. GMOs? Let’s talk about it. Feeding Billions of people? Let’s talk about it. We made the legal team sweat a little but in the end came out with something informative and entertaining (infotaining?). So the question we’re UnCanning is...
BRAND
With Campbell’s, we had a 100 year old equity-sandbox to play in – and re-interpret. As a result the look and feel is undeniably Campbell’s, yet not in its traditional corporate form.
ART DIRECTION
THE INTERNET
When it came to navigating UnCanned, we used our base can as the vehicle for each of the 14 questions, resulting in an interesting and engaging perusal on both desktop and mobile (it was 2017 after all, mobile is so in).
THE VIDEOS
So what if it’s a series of mini docs with people in fields and polo shirts talking about all the ways...I’m already bored. With UnCanned we tackled questions in a way people might actually ask them as much as humanly possible. What’s up with GMO’s? Let’s talk about it.
TEAMWORK MAKES THE DREAMWORK
Client:
Campbell’s
My Role:
Creative Director. Brand Identity & Art Direction. Video Direction. Directing & Doing.
Made with: RAIN
Creative Director: Andy Sheffield
Assoc. Creative Director / Copywriter:
Thom Crowley
Account Supervisor: Dale LaRue
Agency Producer: Emily Emerick
UX Designer: David Hong
Designer: Chloe Hutton
Front End Development: Matt Knecht
Video & Photo Team:
Creative Director: Andy Sheffield (hey)
Director: Tim Whitney
Writer: Thom Crowley
Director of Photography: Andrés Cardona
Still Photography: MK Luff
Line Producer: Eleanor Wilson
Coordinator: Alex Max
Editor: Jonah Einstein
Sound Design: RAIN & Sonic Union
BEHIND THE SCENES
Every single frame of video and photo got a storyboard first, making for an efficient approval and shooting process. Neato.
