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Background: As part of the larger Project Potential campaign, “Keep the Smiles Coming” was a Lunchables “Now with Fruit” launch
Activation: Anchored by OOH executions in New York, Los Angeles and Chicago, this was the biggest advertising and cause-related marketing campaign in its brand history, featuring: social media campaign; Times Square takeover with 7 digital video billboards; 5 interactive digital storefronts; donation to Feeding America.
Role: Lead Writer