Take an item from your pantry or fridge and create three print executions for it.
Almond Breeze can tap into the growing trend of alternative milks by making one thing clear: Dairy Is Dead.
PHASE 1: Alongside our print executions, we plan to run a multifaceted experiential campaign that demands that attention of our audience. This will begin with a series of viral Facebook events that will be centered around five different public spaces across america: Millennium Park, Pike’s Place, Venice Beach, Times Square, and South Beach.
PHASE 2: In the days leading up to the events, obituary spots will be bought in local publications which will read as actual dairy deaths and prompt readers to attend the funeral.
PHASE 3: On May 12th, accross the five cities, Almond Breeze will lead a series of jazz funeral style processions through the streets, earning media impressions and attracting passerbys. These parades will lead to a faux grave plot where various jugs of milk will be laid to rest. Surrounding the area will be the Dairy is Dead “food-truck” Hearse that will be sampling various almond milk recipes, from milk shakes to iced co ee to bowls of cereal.
WRITER - Kyle Heiner
DESIGNER - Audrey Weatherhead