PLEZi

Creative brief linked here.

Below are 4x creative ideas I concepted for Michelle Obama’s health(ier) juice brand, PLEZi. The objective of this campaign is to introduce both parents and kids to this new product, which has 75% less sugar than the leading juice brand and just so happens to taste great, too. We’ll do so by utilizing celebrity partnerships with actress and honest parenting advocate, Kristen Bell, and basketball superstar, Steph Curry.

1.     The PLEZant Place: Let’s play on Kristen’s hit show, The Good Place. We’ll create a series called “The PLEZant Place” that will feature her, in character, speaking humorously to what makes PLEZi more ‘pleasant’ than other, higher-sugar juice options. 

2.     The PLEZi Mascot: Introduce an official PLEZi mascot: A big and loud inflatable PLEZi bottle. Then, reveal the surprising superstar inside the suit (with ridiculously long legs), Steph. The message behind this will be that Steph is willing to do anything, no matter how absurd, to make sure Kids are staying healthy.

3.     Dunking on Sugar: Let’s feature Steph dramatically dunking a bag of sugar through a basketball net and show the sugar exploding, almost dissipating, into thin air. While he dunks, we’ll have him VO speaking to how PLEZi “dunks on sugar” to knock out the competition.

4.     “The Healthiest Kids in School”: Collab with Dos Equis and riff off of their, “The most interesting man in the world” campaign.  Feature Steph & Ayesha’s kids at a school lunch table, dressed like The Most Interesting Man, and introduce them as “The Healthiest Kids in School.” We’ll have them reinvent the iconic campaign line to: “I don’t always drink juice, but when I do, I drink PLEZi”