○ the situation

“Crunchi,” a safe beauty cosmetics company and long-time client, needed help developing a campaign concept to advertise their Earth Day promotion. When customers spend $100 or more on Earth Day, Crunchi will donate $5 to a non-profit organization that focuses on reducing plastics pollution in our oceans. We wanted to find a way to connect the eco-conscious brand story of Crunchi with the mission of the non-profit and encourage customers to spend $100 in order to contribute to the cause. We needed to develop collateral to be used across Facebook, Instagram, and on the website.

 ● the solution

“Every day is Earth Day” was the campaign’s overarching theme. There are many ways that Crunchi does their part to be eco-friendly and lessen their overall footprint on the planet. Knowing that they will celebrate Earth Day every year, we decided to create a unique mark that can be used as their official Earth Day badge.

From there, we began identifying the benefits of spending $100 or more. Placing one large order versus multiple small orders actually helps cut down on packaging waste and conserves energy with fewer shipments. Our goal was to educate people on the power of bulk purchases, thus encouraging them to stock up on all their favorites on Earth Day.

My role within this project:

• Branding

• Creative Direction

• Illustration

• Copywriting/Script Writing

• Social Media Design & Strategy

• Email Marketing

Earth Day Social Media Animation Campaign:

Utilizing Crunchi's tagline, "Smart. Conscious. Beautiful." as the basis for the animation, I created a series of line drawings to tell the story of “smart” shopping choices, Crunchi’s “conscious” products, and how together, we can make the world a more beautiful place. These line drawings will move across the screen to communicate each point and end with illustrating the Earth Day logo. Small hints and pops of color help to bring brightness to the overall execution, and highlight various touch points.