Art Director at Fancy Rhino

Organic Valley - "The Food Company Crazy Enough To Change Everything"

Humanaut

Humanaut Chattanooga, United States

4957

Brand: Organic Valley
Country: United States

Advertiser: Organic Valley

Title	The Food Company Crazy Enough To Change Everything
Agency	Humanaut
Campaign	Call Us Crazy, But It’s Working
Advertiser	Organic Valley
Brand	Organic Valley
Date of First Broadcast/Publication	2017 / 9
Business Sector	Dairy Products & Eggs
Tagline	“Call Us Crazy, But It's Working”
Story	Humanaut launched an integrated marketing campaign for client Organic Valley, an all-organic cooperative of more than 2000 family farmers producing milk, eggs, cheese, and butter. The campaign aims to build the brand's awareness amid a growing flood of greenwashing and confusing health claims in the food and beverage industry. The new campaign calls out how the competition uses sunny marketing images and vague jargon to cover up for less-than-ideal farming practices. The ads make a sharp contrast between industrial farming practices and the way Organic Valley food is made, on small family farms, without the use of toxic chemicals, hormones, GMOs or antibiotics. Humanaut's previous work for Organic Valley, which included at least a couple viral successes, has been focused on promoting specific products, such as the dairy co-op’s protein drinks, half & half, and butter. “Call Us Crazy, But It's Working” target the growing population of people who care about where their food comes from and how it's made. In one spot, to prove that their cows (in contrast with most dairy cows) have plenty of room to roam in green pastures, they put wearable fitness trackers on them to monitor how many steps they take each day. Another spot tells the crazy origin story of what happens when a bunch of organic farmers decide to start a company and hire a farmer as their CEO. The cooperative is almost 30 years old, and last year posted a billion dollars in revenue. (Whatever they're doing, it's working.)
Media Type	Web Film
Length	163 seconds
Chief Creative Officer	David Littlejohn
Chief Strategist	Andrew Clark
Agency Producer	Tommy Wilson
Account Director	Elizabeth Cates
Creative Director	Andy Pearson
Creative Director	Liza Behles
Copywriter	Andy Pearson
Copywriter	Liza Behles
Copywriter	Alana Questell
Art Director	Greg Dalbey
Design Director	Stephanie Gelabert
Designer	Carrie Warren
Designer	Coleson Amon
Project Manager	Hannah Chandler
Animation	Bethany Maxfield
Director	Dan Jacobs
Director of Photography (DOP)	Sean Webley
Editing Company	Fancy Rhino
Editor	Annie Huntington
Editor	Tyler Beasley
Media Agency	Junction 37