TitleFood From a Happy Place
Campaign Food From a Happy Place
Advertiser Whole Foods Market
Brand Whole Foods

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Type Television
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About Olson

We like to say, “we’re not marketers, we’re people who work in marketing.” It reminds us to look up from the data and technology and marketing speak, and answer the only questions that really matter: What are people doing? What do people want? Why would people care? Through Olson Anthrolytics℠, we combine rigorous analytics with good old fashioned sneakers-on-the-ground research for a real world, first person understanding of the people we’re talking to. It allows us to bring a people-first perspective to our clients’ business. Our purpose-built agency model, also ensures that we have broad and deep experience across the marketing spectrum to ensure that we connect with people where and how it makes the most sense for any given brand…whether that is advertising and design, PR and social media or loyalty and CRM, all with a deep digital core. We never forget that people are increasingly skeptical of marketers, so rather than interrupting their lives and conversations, we look for ways to join the conversation, and add to it in a meaningful way. Finally, we are driven by outcomes—not outputs. We have driven $875MM in incremental revenue for a global toy retailer, the best quarter in history for a global vacuum manufacturer and even increased the GDP of a nation. Our clients feel this difference, and have recognized us with a world-class Net Promoter Score of 58 (on a scale where 0 is Average and 50 and up is considered World Class). 

Latest News

Forget The Resorts, Belize Tourism Pitches Millennials Instagram-Ready Experiences

LOUISE JACK| 08.30.16 | 8:03 AM

Fast Company Blog

Belize: A Curious Place | Lamanai  

Belize: A Curious Place | Birds

Belize: A Curious Place | Tacos

Belize: A Curious Place | Meat Pies

Belize: A Curious Place | Eladio

Belize, with one foot in the jungles of Central America and the other in the Caribbean Sea, might be expected to promote itself with images of pristine white beaches, turquoise sea and all-inclusive luxury resorts. Instead, its new marketing campaign "A Curious Place" is aimed at those looking for a more authentic experience in an interesting country.

Created by the Belize Tourism Board, and agency Olson, the series of charming ads are all narrated by a local Belizean, and show a different aspect of the country, bringing to life stories of local people and their surroundings. 

Belize: A Curious Place | Feet on a Beach

Olson chief creative officer Kevin McKeon says the approach is no accident, and was arrived at by looking at detailed data through a human lens. That process enabled the agency to discover that there is "a whole bunch of people out there who think of themselves as travelers, not tourists," McKeon says. "For this group, 'authentic' experiences are now table stakes. To really get their attention, you have to give them something more."

The ads certainly focus on the idea of experiences above all else. One spot explains there are no fast food chains in Belize but shows a street vendor whipping up tacos at the speed of light. We also meet "Coconut Leo" and a Mayan cacao bean farmer who apparently spends his days propelled by chocolate alone.

The playful ads are intended to convey not just a sense of the remarkable location but also the warmth of Belizean people themselves. "We gave them a peek behind the curtain at the real Belize," says McKeon. "Not white honeymoon couples romping on the beach, but real Belizeans, real experiences, unexpected surprises, and a bit of the unknown. What you see in the work is a truly unique opportunity to experience a truly curious place." 

Belize: A Curious Place | Drumming 

Another spot goes straight for the millennial ego by inferring that a trip to quirky and eccentric Belize will undoubtedly improve their kudos level on Instagram. This may not be unrelated to the Tourism Board's media strategy because, while Belize has had an average 12% year-on-year growth of American travelers since 2013—with record breaking growth of 20% in 2015 and 2016—its media spend has declined steadily over the same period. 

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