Explore Capstone
Explore Capstone
During my FCB Explore internship, my group and I decided to work with the brand Nature’s Path, and we were tasked not only with making nature craveable but also culturally relevant. So, what if clean eating felt like getting caught cheating?
Introducing
A scandal involving Nature’s Path’s spokesperson, Brother Nature. We would have a series of stunts and activations that will draw attention to the brand and its delicious products.
Phase 1
Before we get into the scandal we want to start to push Brother Nature into the spotlight and get him some publicity.
Next, we’ll have Brother Nature doing some weird stunts in Times Square, like sitting in the middle of the sidewalk barefoot, eating Nature’s Path. To play up to his playful weirdness while also turning heads with something you don’t see every day.
We’d have him hanging out with well-known celebrity Kourtney Kardashian, who is also known for being a health-conscious person. Making sure paparazzi spot them together.
To wrap up this first phase, we are heading to social media, where influencers will spot him in public, conduct public interviews, and, lastly, have Brother Nature give a home tour, but his home is nature, giving him a chance to introduce himself and share his life with us.
Phase 2
EXTRA! EXTRA! READ ALL ABOUT IT! A scandal breaks out about Brother Nature!
Gossip pages and pop culture pages will break out with the news that Brother Nature gets caught doing something totally unthinkable: eating an unhealthy snack.
Then we would have pop-up tabloid shops in big cities like New York and Chicago. Where we would be handing out The Granola Gazette: the perfect insider gossip tabloid that is talking about Brother Nature’s big scandal.
Lastly, we’d have influencers like Jake Shane and Micky Gordon talking about this on their pages, spreading the scandal to an even broader audience.
Phase 3
Now, with every good scandal comes a memorable apology video.
The scandal wraps up with Brother Nature going on social media and apologizing for nothing, because he reveals he was eating Nature’s Path the entire time. A delicious snack you don’t have to apologize for.
Placing billboards in busy areas to drive more people to watch his apology video.
AD: Milla V. Patricio & Naomi Muuzic