CREDIT TO THE CRAN.

8 months. 24 students. 1 campaign. Infinite cranberries. No sleep. As part of the University of Oregon's NSAC team, I was given the opportunity to collaboratively create a campaign for Ocean Spray. My role as Creative Intern/Copywriter was to create copy for executions and soak in all the knowledge I could from the Creative Directors about leadership and the creative process.

The Ask: Increase household penetration and relevancy with consumers, ages 24-34.

Our Strategy: Show that through partnership, Ocean Spray products make things better.

The Big Idea: CREDIT TO THE CRAN.

MANIFESTO

TINY BILLBOARDs (In-store)

Cranberries are a small food that can pack a big taste, and these tiny billboards pack a big message: pair Ocean Spray products with your favorite foods to make them even better. The billboards are placed in front of pairing foods and include instructions on where to find the correlating Ocean Spray products in the store. The billboards read: "Let's Cut to the Chase(r)," "Those Pancakes Deserve More Than Syrup," and "Your Parfait Should Have As Many Layers As You Do."

DIGITAL EXECUTIONS

Influencer kits ("Flavor Your Feed" and "A Little Bog for Your Vlog") for both Youtube and Instagram influencers specializing in food, lifestyle, and family.

Turns out that millennials LOVE podcasts. Who knew, right? Here is a one minute advertisement for Ocean Spray, customized for fans of My Favorite Murder.

LITTLE BOG, BIG SPLASH: popular pond skim competitions challenge daredevils to attempt to skim a small body of water. With our take, people can attempt to skim the BOG.

OUT-OF-HOME EXECUTIONS

Cheeky coasters to get a conversation started— or should I say “cranversation?” Bad pun, I’ll see myself out.

Cold in Minneapolis? Credit to the Cran for a few minutes of warmth on the way to work. Raining in Seattle? Credit to the Cran for a cover and quick dry from the downpour. This is our take on upping the billboard game.

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With some witty copy and design, people can take photos of bus or the airport walkway to line up the individuals to the waders. Once again, Ocean Spray can make a small, mundane thing and make it a little better.