The American Egg Board needed people to think about eggs outside of breakfast. So we reframed the age-old question "How do you like your eggs?" in order to inspire people with dozens of new answers.
We came up with over a dozen different ways to answer the question. Then we brought them to life with unique, visually arresting portraits that were as memorable as their corresponding dishes.
OOH
For launch, we flooded our communications with eye candy, and put our answers in places egg lovers couldn't ignore.
Film
Since people usually just look at their phones when they're not already looking at their phones, we made digitally consumable answers in the form of online videos. For each character we developed unique recipes, jingles and of course, visual gags.
Radio
We then made America laugh and think about eggs with a character-driven radio campaign featuring different egg dishes and the people who love them.
4 Second Recipes
And for DJ Live reads, we cooked up something special and (according to the Radio Mercury Awards) game changing. 4 second recipes allowed us to educate listeners about how to create new egg dishes with simple instructions or little twists on well-known classics.
For social, we paired our portraits with our food photography and sprinkled in a little brand personality and heaping helpings of humor.
Press
Radio Mercury "Gamechanger" Award, Comm Arts 2018 Award of Excellence, Featured in Lürzer's Archives
