2. Eat Well. Live Well. Campaign
Candace Binns
Art Director
Joscelyn Bivins
Account Executive
Brady Kirby
Research Executive
Anthony Armenia
Senior Copywriter
3. Creative Strategy Statement & Plan
Ads will target recent or soon to be college graduates and will demonstrate the benefits of healthy
food choices. A compelling representation of the energy that results from healthy eating will
convince them.
Advertising Plan
Key Fact: According to the British Journal of Health and Psychology, by increasing the amount of
fruits and vegetables in a diet, workers are found to be happier, more engaged and more
productive.
Advertising Problem: Consumers are uninterested in the nutritional benefits of eating healthy.
Advertising Objective: To motivate young professionals to make better food choices.
Target Consumer: 21 to 29 young professionals with an average household income of $30,000
who are interested in self-improvement and are following the Staying Alive and Small Indulgences
trends.
Competition:
Direct: Fast Food and Pre-packaged Frozen Meals
Indirect: Fad Diets, Vitamins and Ignorance.
Key Consumer Benefit: Consumers will feel healthy, happy and energized to take on their new
careers.
Support: The glucose in foods gives us energy, but certain types of foods release glucose
differently. Fatty foods, or foods with more carbohydrates, release glucose in a way that makes
people feel sluggish or tired. But whole foods like veggies or proteins release glucose in a way that
sustains you all day and makes you more productive. The Bureau of Labor reports that income
increases by 25% between the ages of 19 and 25.
Tone Statement: Relatable, informative,
Mandatories and Limitations: Logo, slogan, legal disclaimer, always full color
4. Research Summary
Transitioning from college into the real world can prove hard for some. This is the first time for many
young adults to make their own financial decisions with their own income. According to a 2010 report
by APA, 58% of millennials say that job stability is a major stress factor in their lives. This makes it
important for these individuals to perform well in their jobs. Many different studies have shown that
eating healthy can make you more productive at work. The glucose in foods gives us energy, but
certain types of foods release glucose differently. Fatty foods, or foods with more carbohydrates,
release glucose in a way that makes people feel sluggish or tired. But whole foods like veggies or
proteins release glucose in a way that sustains you all day and makes you more productive. A study by
the British Journal of Health and Psychology did a 13 day study on individuals in the workplace and
found that by increasing the servings of fruits and vegetables in a diet, the happier, more engaged and
more productive a worker will be. By introducing just a few more fruits and veggies, or exchanging
white wheats with whole wheats, millennials can help secure their futures at their companies.
5. Audience Profile
Woe Is Me’ers
They are the typical millennials, too busy, too connected to their phones, and too uninterested in
what lies ahead. They are overly concerned about what is going on with social media and their
social lives to realize that they need the right nutrition to help them succeed in the future. They are
clueless as to what the right food choices are and how they can affect them. They are too busy
#adulting to realize that they need to make the right choices now to affect them in the future. They
believe what they read online and pay attention to things that are personalized to them. If they can
#relate, then they will all of a sudden pay attention and care about the issue at hand. Eating healthy
and being aware of nutritional facts is never a priority for them. With our campaign, we’ll make it
6. Client: USDA
Job Description: TV Campaign
Date: Dec. 1, 2016
Writer: Brady Kirby, Joscelyn Bivins, Anthony Armenia, Candace Binns
Video
Open on shot of an early 20-something year old
woman walking to the refrigerator.
The young woman opens refrigerator to make her
meal time decision.
Cut to same young woman in class, crashing from
the unhealthy meal they chose.
Cut to the first take of the young woman walking
to the refrigerator once again.
The young woman opens the refrigerator again to
make her meal decision once again.
Cut to the young woman holding a positive and
negative food choice in her hands.
Cut to the young woman at a business lunch, fully
engaged and energized due to the healthy meal
choice made.
Audio
Beyoncé End of Time = 0:20-0:25
Beyoncé End of Time = 0:25-0:36
Life’s full of tough choices. Only you can
decide which path to take. What you eat
can affect your day to day.
Silent classroom- someone coughs and
drops a pencil.
Rewind
Beyoncé End of Time = 0:20-0:25
Beyoncé End of Time = 0:25-0:30
Choose the right healthy choice,
Beyoncé End of Time = 0:30- 0:36
And live a happier, more successful life.
You deserve it.
“I Slay” Beyoncé Formation
SFX
SFX
SFX
SFX
SFX
SFX
SFX
SFX
VO
VO
VO
12. So fuel up for your future.
A healthier diet,
leads to a happier you.
The food choices you make
can help you succeed.
Make the right choices
and make your future
a bright one.
EatWellLiveWell.com
#EatWellLiveWell
