What if…
We asked the most famous couple in Hollywood to be brutally honest and help us sell fake meat?
The Ask:
Help Lightlife's newest product stand out in the over-saturated plant-based foods market.
The Answer:
Build a campaign that leans into Lightlife's core values of simple & honest ingredients with some (brutally) honest takes from Hollywood's most famous couple.
The Results:
2.5 million views in its first week, with no paid media. 338 million PR impressions. 2.3MM organic social impressions. Recognized as Adweek's Ad of the Day and Campaign Live's Ad of the Week.
Role: Creative Director / Art Direction
Agency: 160over90
Working closely with Kristen Bell and Dax Shepard, we created "A Taste of Honesty," a two-minute short showing the real talk of brutally honest parenting. All while celebrating the honest-to-goodness taste of Lightlife.
A Taste of Honesty
We brought #ATasteOfHonesty to social with a weekly content series featuring Joel McHale, Molly Sims and of course Kristen and Dax, plus a variety of content creators sharing their brutally honest takes on food, life, raising kids and so much more.
We even took #ATasteOfHonesty to prime time via a custom integration with Jimmy Kimmel Live.
#ATasteOfHonesty
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