Broccoli Extreme Makeover

We did our part to make broccoli bigger and Americans smaller.

The campaign picked a fight with kale, the most popular vegetable in the produce section. And it worked. After running as content in an NY Time Magazine article that helped increase month over month broccoli consumption, the campaign went viral. Three Yale University students actually got consumers to fund the campaign and run it all over New Haven, CT. And now, even more consumer are making the campaign happen in cities across the country and the globe. In the end, we set out to see if advertising could get people to eat a little healthier and discovered it had the power to do far more.

ART DIRECTOR'S CLUB OF DENVER
Top Integrated Campaign 2014

Silver Obie
2014