MADE FOR
REAL, REAL LIFE
CAMPAIGN, BROADCAST, SOCIAL, DIGITAL
CLIENT
Campbell's
Imperfection isn't getting in the way of real life. It is real life.
AGENCY
BBDO NY
Campbell’s hadn’t changed in about 30 years. Not the product, not the advertising, nada. Sales were slipping as a result.
To bring the brand into the modern world, it needed to shift from idealized to real. Culture was pushing back from the ‘Pinterest perfection’ that had taken over. It was time to get really real about how people today feed their families, who’s in their family, and what life looks like for them. So we owned up to the realness of life’s imperfections and began celebrating the joys and frustrations of real, real life.
ROLE:
Creative Director
TEAM:
Susan Golkin, ECD
Mark Anderson, CD
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