In the year of our Lord 2018, Campbell’s wanted to combat the perception that canned soup is anything less than safe, nutritious, and ever-improving.
Our solution was UnCanned, which combines existing search trends with our clients’ topics of choice, creating a “Questions answered” style edu-tainment hub that avoids the (painfully overdone) corporate food-transparency tropes like fields, farmers, and farmers in fields.
PS my favorite joke is at :39 in the GMO video
Moving from strategy to creative involved a LOT of working-through with Campbell's myriad legal, R&D, and marketing departments to essentially crowdsource-and-write their actual corporate POV on some of the most hot-button issues facing the industry.
The process was complex, painstaking, and I got to learn a lot of actually-cool information which was pretty neat (also the Campbell’s cafeteria is pretty good imo).
Shout out to account guy Dale for riding an Amtrak with me for six months! Goodtimes!