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CLIENT: ANNIE'S HOMEGROWN LTD.
I was the lead copywriter for this entire pitch desk (I have condensed it but the full deck is available upon request.) This pitch was made as part of a competition at Hill Holiday.
The Single Idea
This simple concept inspired the creative work that will follow.
The final slogan that won the pitch competition.
Product Design
As a creative execution, we decided to modernize the design of Annie's packaging by giving it a simplified and sleeker look and feel.
TV SPOT
We start with a mom waking up to an annoying alarm and going about her morning routine to the office.
We cut between three girls in their late teenage years. One is about to shoot the game winning buzzer beater, another is about to deliver a big speech, and the last girl is in a large dance recital. In all three stories, a mother is there supporting her daughter in full force.
We have quick footage of mothers opening Annie's products and cooking, as well as the kids eating the products.
All three mothers from the first sequence return, but now they are with their daughters at much younger ages- 8 or 9-years-old, etc.
The parallels.
Logo up. Fade out on B-roll of mothers and daughters laughing and bonding.