Being authentic sounds like something easy. Actually, it is a challenge in itself. It means being constant and expressing outside exactly the things you feel inside.
We expressed the idea of RAW in a campaign for our client Urban Monkey. We defined the raw as something very complex and deep. Urban Monkey’s products are raw, but these are exposed to the consumer’s lifestyle.
On the product side, RAW is our reason to believe:
The HOW (process) and the WHAT (ingredients) but especially the WHY are the benefits of RAW.
RAW means that we trust Mother Nature and we want to keep what she has best.
Urban Monkey COLDPRESSES fresh fruits & veggies to get MORE of their taste, vitamins, active nutrients & energy, keeping the drinks RAW by high pressure (HPP), never heat pasteurized.
So that not only the TASTE stays real but also all the drinks are naturally functional.
It also means no compromises on the way, in the sourcing of ingredients, in the recipes or in the process.
So ALL IN.
RAW is not just about the nature of the product, but about human nature as well.
So, let’s look at RAW from another viewpoint. RAW equals authentic, real, true to yourself, honest, unfiltered, unaltered, rough around the edges, and perfectly imperfect.
RAW is a different way to say LESS IS MORE.
We establish & make RAW desirable through the analogy between Product and Attitude.
RAW is more natural benefits, more energy, and more taste.
On the human side, RAW refers to the attitude – real, AUTHENTIC, connected to inner nature, non-pretending, standing up for their own beliefs, passionate, and driven. A LESS is MORE attitude: no makeup, no filter, no poses.
Depending on the touch point / communication channel we used one or the other, or a combination of the two.
Overall, the campaign is an education & manifesto one, so we would be telling stories, especially since the main channels are digital + take over / installations.
Starting from the Brand Canvas as the brand language, we used a COLLAGE treatment to bring copy, tagline, image and graphic elements together.
