In February last year, Organic Valley launched their initiative which aims to save one species that you wouldn’t guess were endangered – the bros. The video, which wants to stop “Bromo Sapiens” from drinking protein shakes full of chemicals, received huge amount of positive response and over a 1 million views in the first week after its launch. The mock PSA is simply called “Save the Bros”.
The hilarious two-minute viral spot for Organic Valley was created by Humanaut, a relatively young, but highly appraised, advertising agency based in Chattanooga, Tennessee. The company’s goal was for the ‘bros’ to switch from conventional shakes to a beverage free of “artificial flavoring, sweeteners, GMOs, toxic pesticides, antibiotics or artificial hormones often found in other ‘health’ products.” And it has succeeded. The dairy brand has become a $1 billion industry with the Organic Fuel protein recovery shake becoming the #1 in its category.
The “Save the Bros” website offers appropriate gear, like T-shirts, duffel bags, and, not-surprisingly, tank tops and trucker hats. Surprisingly, there are actually 8 more videos with less views and coverage than the main 2015 viral video, albeit the fact that they perfectly supplement it with other topics that could be send to a bro via the Brononymous Hotline –an anonymous service designated to let the Bros know about scary chemicals and artificial ingredients embedded inside protein shakes.
Client: Organic Valley
Product: Organic Fuel
Campaign: “Save the Bros”
Creative Adviser: Alex Bogusky
Creative Director: David Littlejohn
Associate Creative Director: Mike Cessario
Copywriters: David Littlejohn, Mike Cessario
Art Directors: Stephanie Gelabert, Sean Davis
Production Company: Fancy Rhino, Chattanooga, Tenn.
Director: Daniel Jacobs
Producer: Katie Nelson
Director of Photography: Annie Huntington
Editor: Tyler Beasley
Production Designer: Chad Harris
Music Company: Skypunch Studios
Composer: Carl Cadwell