Dean’s Stay Cool Campaign
My Role: Art direction from start to finish. Designed imagery, found supplementary video and still imagery, and contributed to the direction of the production of our spot.
The Project:
Dean’s was struggling to gain market share, so we were tasked with creating a campaign that would reintroduce the dairy dip to the world. After doing some research, we discovered that consumers felt like every bite of cool and creamy dip served as a mini vacation from a world where political, social, and environmental turmoil was constant. We wanted to create a campaign that would mirror that sensation in as many ways as possible.
The Solution:
Dean’s would transcend the dip category and bring “coolness” all over the country. Our mission was to make the dip relevant again by doing cool deeds, highlighting cool things, and uplifting cool people. Beyond our preroll spot, we created a social media campaign that boosted followers and engagement to levels never before reached by our humble brand. Through partnering with influencers, developing cool swag, and creating some really cool recipes, we were able to accomplish our sales goals and define Dean’s as a truly one-of-a-kind dip. Cool.
