We needed to harness the power of this brand and its band of true believers to expand to new parts of the country. A fully integrated campaign would provide just the right set of opportunities to rally America and spread the love.

People want brands to be human, empathetic. Having a brand personality — in this case, nutty positivity and an imaginative spirit — can make a brand and their products stand out on the shelf.

We leaned into Justin’s mission — never stop imagining new possibilities, spreading the goodness, and laughing along the way. We turned it into a series of magazine print, online video, digital audio, OOH, digital, and social messaging, set to launch in August.