Organic juice brand 1915 needed a refreshing point of view in a cluttered market. So, while everyone else was preaching detox cleanses and posting perfectly shots of bottles against acai bowls, we tapped into the brand’s farming heritage and introduced a new tone of voice and #nofilter art direction that kept things down to earth.

The social and digital campaign pushed against millennial women’s rising social pressure to maintain an impossibly perfect wellness routine. #LetsDigDeeper empowered everyone to be their own guru when it came to wellness and strategically launched in January when New Year, New You messaging saturated the market.