I was part of the team that pitched and won Black Forest. We even convinced them to update their tagline from "So Juicy, So Good," to "Real Juicy, Real Good" to emphasize their real ingredients and the good things they're doing for people and the planet. Thanks to Black Forest and the National Forest Foundation, it’s now possible to plant a forest from your couch.
The “Real Good” spots ranked highest in the category for ad memorability and purchase interest linkage.
We also created a video for the Black Forest website using stock footage and a tiny studio shoot to explain Black Forest's purpose:
Executive Creative Director: John Kovacevich; Copywriter: Madeline Lambie; Producers: Keenan Hemje, Emily Sarale; Production Company: bx films; Virtual National Forest/Social: Day One; Work produced at Duncan Channon
Shorty Social Good Awards: Best Consumer Brand & Best Use of User-Generated Content