In collaboration with Whole Foods Market, we launched a socially-driven campaign to celebrate and redefine the often under-appreciated subculture dedicated to sustainable living.
Earth Month has come a long way since 1970. Thankfully, Americans are now aware of the challenges facing our environment. However, the holiday is often co-opted by corporations who conveniently use the occasion to tout their own records and educate the public with half-baked "going green" tips. We needed to stand from the Earth Month bandwagon and show that Whole Foods Market is a steadfast proponent of sustainable living practices during Earth Month and beyond.
Whole Foods is an organization truly committed to an ongoing, sustainable lifestyle. They reached out to DK to break through the clutter of Earth Month and authentically engage with those who see sustainability as a mission, not a fad.
Contributions: ECD, Strategy, Writing, Concepts
Team: David Mikula/CD, Al Mendili/CT, Jessica Katona/Creative, Raul Villalobos/Creative, Paul Williamson/P, Sarah Shipley/EP,
The "Earthings" hub was a repository of written features, social posting and an endless supply of "nuggets." Small, digestable pieces of content we created to delight the growing audience and encourage social sharing.
We created and produced a Earthings creature kit sent to influencers across the country. When assemble each creature came to life welcoming them to Earth Month and the Earthling family.