frank green is an Australian lifestyle brand that makes sustainable living irresistible. Its award-winning reusable water bottles especially are loved by many, but some customers were in the DMs complaining about lids that broke when dropped or were hard to use without touching. Customers called, frank green answered with a new and improved product that needed a social-native campaign to bring it to market. Enter, me and my agency team of content strategists, designers and copywriters.

Our brief: Launch new ‘unbreakable’ flip straw to a global market.

The challenge: Fans love frank green, but they hate touching the lid and find that it breaks often.

Our approach: Highlight the emotional and physical benefits of a sturdier, easier to use lid for key demographics - long nail girlies, germaphobes, clutzy kids and gym junkies.

The tagline: New lids hit different, literally.

As Content Lead for the agency handling this campaign, I led a hands-on team to strategise, concept, produce and execute a shoot to brief this launch to life. My role included presenting to client, pre-production, on-set direction and post-production.

• Strategy • Concept • Production • Creative direction • Post-production • Copywriting

Agency: Huckleberry