LÄRABAR
The Setup:
Lärabar is known as the original food & nut bar that uses REAL ingredients. But they tasked our team to reframe what “real” means. Because, honestly, it’s more than an ingredient list. Real is original. Real is hopeful. Real is powerful. Real is our attitude...and 100% of that goes into every single bar.
What We Did:
My partner and I helped create a campaign to raise a bar as celebration and inspiration. Whether “Raise Ä Bar To Real” punctuates the entire message or, with the addition of a few words, underlines the takeaway, it persistently tells the story of real. Real Ingredients. Real Impact. Real People.
My Role: Senior Copywriter (Agency)
My partner and I concepted and executed simple, vibrant static and video pieces that would live across social and paid banners that speak to the simplicity of real ingredients. We made the strategic decision to feature real people in order to broaden the brand's impact beyond its original niche audience. As part of this effort, I wrote a 30-second online video (OLV) showcasing women sharing their personal definitions of "real".
:30 OLV
INTERVIEWS
SOCIAL VIDEOS :15
Agency: EP+Co
Creative Lead: John Cornette (ECD)
Art Directors: Linda Fung (Sr. AD), Taylor Lucas (ACD)
Motion Designers: Yushan Chang, Akel Issa
Producers: Mary Ostoits, Regina Brizzolara, Danny Miller
DPs: Danny Corey, Shaneika Aguilar