I was the star of a campaign that saved watermelon waste.
“Use the Whole Watermelon” redefined the fruit’s value by showing it’s 100% edible, compostable, and versatile. In response to cost concerns and food waste trends, we launched butchery classes, how-to content, and a national recipe contest to inspire full use of the watermelon.
The campaign earned 50M+ impressions and widespread media coverage, making it the NWPB’s most successful campaign to date.
We shared recipes that used watermelon unconventionally, making new uses of typically wasted by products.
We created the #OMGValentines trend where individuals were able to laugh at the shots they’ve taken, when they shouldn’t have. The clip that inspired the trend:
The internet did numbers with this trend. Be warned, people are down bad.
We did a collaboration with dating apps to introduce an micro-transaction feature that allowed people to gift vouchers for Peanut M&M’s to send to their match after they said something a bit nutty.
POP 501: Ideas
Wesley Dean
Class:
Creative:
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