a force of nature in creative marketing
Case study - a force of nature in creative marketing
Philadelphia plant-based:
My First Time.
A launch campaign for Philadelphia's new plant-based cream cheese in the DACH market. We built on a cheeky double meaning, a bold poster series, and the confidence to give a disappointed audience a second first try.
Role
Consept/copy
Market
DACH
Format
Print / OOH / social
Insight
One bad first impression is enough to lose someone for good
Most people have already tried a plant-based product and been disappointed. That first bad experience becomes a mental block that keeps them from trying again, so we set out to give them a second first time.
Concept
"My first time." Same phrase, two very different meanings.
The bold typography and phrasing read as suggestive at first glance "My first time was icky" and then the twist lands: "Think you know plant-based? Let us fix that." Playful, confident, self-aware, and built to make people stop, stare, and smile.
The whole slidedeck
Reflection
Where it landed, and where I'd pull it back
The campaign stood out and even became an audience favourite, but in hindsight, our read of "bold" leaned closer to provocative than the brief called for. Striking the right balance between daring and brand-appropriate is something I'd refine next time.
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I'd also give more time to polishing the final pitch and sharpening the campaign's core message, creative risk works best when it's aligned with the client's comfort zone, without losing the edge that makes an idea memorable.