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Dear America, Chill TF Out
the client
Prep Right CBD
the services
Package Design, Photography, Web Design, Social, OOH, Graphic Design, Copy
the background
It’s January 2020 and the impending election has created a polarizing political climate. CBD distributor Prep Right is looking to capitalize by tapping into the madness in a fun and creative way.
the idea
How do we take fairly standard red and blue CBD gummies and tie them to the election chaos in a fun and creative way? Our goal, to help America “Chill TF Out” with a campaign we later called the “Race to Relaxation.”
the execution
It all started with a cartoon elephant and ass. They became the face of two competing products as we developed new packaging and an e-commerce campaign site where customers could read about the campaign and vote (adding either a red or blue product to their cart). New social pages were created along with a suite of funny and informative content. Several regional brand activations and additional videos were planned featuring mascot costumes that were developed based on the cartoon characters.
A Pandemic and a Pivot:
The campaign launched early March 2020…and then the world shut down. Suddenly a campaign designed to tap into polarizing political conversations had zero audience. Silence. Despite a hail mary pivot, placing the cartoon candidates in masks and shooting a new brand video featuring the two as bickering neighbors stuck “sheltering in place,” the decision was made to scrap the product mid-campaign. While no one could have prepared for this type of situation, everyone across the board was still proud of the work and creativity that went into the project.
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Our Work: Dear America, Chill TF Outadmin2025-03-12T18:34:46+00:00
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