HARMLESS HARVEST

SUMMER 2021 ‘THIRSTY’ CAMPAIGN
Every summer people get hot and thirsty. But post COVID lockdown, they were emotionally thirsty too—craving friends, fun, and connection. For a coconut water full of electrolytes (and double entendres), we hydrated Los Angeles with OOH and took it national through digital, social, and influencer.

MY ROLE: Concepted the campaign in partnership with CD/Copy. Created visual direction and photography approach. Assisted on set, choosing wardrobe, props, and set ups. Designed all assets and directed motion designer to execute social ads. 

AdWeek: Harmless Harvest Dubs This the “Thirstiest Summer in History’ in Playful New Campaign

Social Ads

For national reach, we ran ads on Instagram and Pinterest.

Influencer

Partnered with 20+ influencers to ‘flood the feed’ in the beginning of Summer to kick off the campaign by telling everyone what they were thirsty for this summer (and to text the thirst line).

the ‘thirst line’

Through influencer and Out of Home, we encouraged people to text the “Thirst Line” for 20% off and a Harmless Harvest mocktail recipe.