There are so many popcorn brands out there, but the health benefits of Lesser Evil Popcorn caught my partner’s attention as well as mine. While I wrote the copy she worked on the art direction for the campaign. We decided on the idea of spontaneity that young adults have then figured out what easy snack would cater to their lifestyle. After some research, we found that this brand is relatively new and is only found at certain stores aside from ordering online. Since we focused on being spontaneous we worked with the angle of adventure, then created an incentive for the brand. For people to win the prize of the contest they have to post pictures of themselves with the popcorn doing something adventurous in their everyday lives. This would be something as simple as midnight study breaks at the beach or hiking. The incentive was a free trip to North Cascade National Park, Washington state. Our main point of the campaign was that the smallest things in life are the best things.

About: Life is all about spontaneous moments, the ones that turn into the best parts of your day. Whether that is last-minute plans with friends or a spontaneous road trip. because the smallest things are the best things.

Key Message: Stand for the little things.

Target Audience: Gen Z and younger millennials who are in mobile careers, focused on making money and making good health-conscious decisions. They seek authentic relationships and pure simple moments.

Tagline: Spontaneous moments no matter how small are what makes life exciting.

Incentive: Share your #ButWhyWait for a chance to win a week trip to North Cascade National Park in Washington state.

Contents: Two transit advertisements, two Instagram carousel advertisements, two Instagram stories

Role: Copywriter, concept generator, and art director of transit advertisements for the campaign.