McKinney | Creative Brief | Strategy & Creative
TL;DR
The Ask:
Drive cultural relevance for Almond Breeze.
Audience:
Almond Breeze drinkers are millennial parents who love sharing the soundtrack of their lives with their families.
Music isn’t just background noise, it’s how they connect with their kids, spark creativity, and create memorable moments together. They seek out fresh sounds, sing along to their favorite songs, and let music set the tone for their day, bringing energy, joy, and a sense of connection to their family.
Strategic Approach:
Option 1: Almond Breeze doesn’t judge.
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Option 2: Almond Breeze tunes up your morning.
The Opporunity:
Build on that cultural relevance with
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Ideas that extend the Jonas Brothers
(without starring the Jonas Brothers)
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Ideas that build Almond Breeze’s relevance in music
Consider influencer, light stunts, partnerships, interactive moments, and stand-out musical cultural moments.
Production budget unknown, but media budget is under a million.
Goal:
Make Almond Breeze present in music culture with the Jonas Brothers and beyond.
Situation:
Breeze has already jump-started its relationship with music with a Jonas Brothers video.
Background:
Drive Breeze’s cultural relevance further with music extensions.
My Role:
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Researched Jonas Brothers influence, audience, and music landscape
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Helped to craft the strategic approach and opportunity for the campaign
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Briefed in the creative team
The Insight:
Option 1: In the era of cringe, music makes you shameless.
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Option 2: People hustle to optimize morning, but skip the best way to set up their day.
Way In #1
People fear the cringe...​
But when it comes to music, whether it’s listening, dancing or making
we can be shamelessly ourselves.
Insight:
In the era of cringe,
music makes you shameless.
Provocation:
Almond Breeze doesn’t judge.
Whether it’s dancing by yourself, posting your first song on TikTok, fangirling too hard, or admitting your favorite band is Nickelback, music lets you embrace your cringe.
Almond Breeze creates the judgment-free zone
for all your weird tastes and embarrassing dance moves.
What If We...
Way In #2
Optimizing the morning routine is a modern-day standard.
But one of the best mood boosters is being ignored.
Insight:
People hustle to optimize morning,
but skip the best way to set up their day.
Provocation:
Almond Breeze tunes up your morning.
​
Almond Breeze is known for making breakfast healthy and delicious, but now we’re going even further set your mood for the day, with music.
What If We...
Creative Work
Strategy Team:
Account Team:
Creative and Production Team:
Executive Director of Strategy
Cat Marsh: Strategist
Group Client Director​​
David Mattera: Freelance Creative Director/ACD
Erynn Mattera: Freelance Creative Director
Account Director​​
Omid Amidi: Co Chief Creative Officer