Kenneth E. Parris III

REDEFINE “I’M FINE” DORITOS X REACHOUT MULTI-CHANNEL CAMPAIGN PARTNERSHIP

As challenges with mental health have been at an all time high in Australia, Doritos a brand about bold self expression, partnered with youth mental health organization ReachOut to normalize talking about mental health issues. Based on the insight that 68% of young people deflect or commonly respond with “I’m fine” when asked how they are, we delivered a multichannel campaign driving young people to ReachOut’s Check In Quiz to help start a conversation and provide next steps if they need additional support.

DORITOS / REACHOUT :15s

Four 15 second videos utilized different content creators for a distinct illustration style while highlighting a particular key mental health stressor to let our audience know that they’re not alone. With engagement resulting in over 18 million video views on TikTok, Meta views hitting +200% over target, and over 41 million impressions, the campaign opened an online conversation fueled by paid creators and collected nearly 300 earned social content pieces. And most importantly… 81,694 people reached out.

DORITOS / REACHOUT :6s

Using the campaign keyframe I designed, designers utilized new Australian youth mental health research to help destigmatize challenges on Instagram and Facebook.

DORITOS / REACHOUT INFLUENCER PARTNERSHIP

For TikTok we partnered with Nathan Bezzina and Ella Watkins to share their perspectives and encourage others to reach out.

DORITOS / REACHOUT CREATOR PARTNERSHIP

Two of our creators made BTS videos sharing their creative process and some personal thoughts on how they support their wellbeing.

NERF REBELLE GLOBAL INTEGRATED CAMPAIGN

Rebelle is a line of Nerf toy blasters, bows, and Super Soakers, designed specifically for girls. For this campaign, we followed our own brand promise of girl empowerment by partnering with 14 and 15 year old female directors Lily Eliana Walsh and Claire Jantzen to create content. Working closely with the production company Adolescent Content, we created a Long-form film (featured above), a series of :30/:20/:15 second product focused TV commercials, and released a behind-the-scenes “Making of” video on YouTube to engage fans.

NERF REBELLE TV

While the long-form was used to drive awareness and generate excitement on digital and social media channels, the Strongheart Bow & Secret Shot :30 TV Spot focused on highlighting new product features.

NERF REBELLE SUPER SOAKER TV

The Super Soaker spots, directed by 14 year old Lily Eliana Walsh, balance the campaign’s empowerment tone with the seasonal product features.

NERF REBELLE SOCIAL

The campaign continued through Instagram and YouTube with more inspiring content and calls to action for continued engagement.

NERF REBELLE DIGITAL CONTENT

A behind-the-scenes video featuring interviews of the cast sharing what “Girl Power” means to them kept the brand message clear and honest.

DOHVINCI GLOBAL INTEGRATED CAMPAIGN

After Hasbro’s misstep launching DohVinci as one-and-done play-sets, we shifted the messaging in order to highlight the possibility of DohVinci as a creative medium and art tool. The DohVinci Platinum Styler :20 TV spot (above) sparked a sales lift of +580%.

DOHVINCI SOCIAL

Instagram and YouTube were used to distribute inspiring content like posts with calls to action and “How To” videos to create immersive experiences.

PLAY-DOH DIGITAL CONTENT

Play-Doh has been helping kid’s imaginations take shape for 60 years. The fun of molding disguises learning skills like critical thinking and problem-solving. This brand video highlights how the unique open-ended play experience of Play-Doh empowers kids to think creatively and find their own way, important pieces of development that help shape and inspire who they may become in the future.

PLAY-DOH GLOBAL LAUNCH TV

Play-Doh’s new Kitchen Creations line was launched using a cooking show format complete with funny interview clips with kid “chefs”.

PLAY-DOH PRINT

Typically focused on play-sets, Hasbro switched gears to drive sales of Play-Doh cans. What is often perceived as negative, that Play-Doh doesn’t last forever, is turned into a positive by making it a charming feature of unstructured play.