YOU’RE THE MAIN CHARACTER
To raise brand awareness in the U.S., Oakberry will remind wellness-focused 18- to 26-year-olds that they are the main characters in their lives.
University of Miami Senior Capstone
Role: Creative Director, Presenter
ACD/Right-Hand Man: Vinny Palmieri
Strategy/Account Team Directors: Charlie Goldman, Angie Gonzalez
Role: Creative Director, Presenter
ACD/Right-Hand Man: Vinny Palmieri
Strategy/Account Team Directors: Charlie Goldman, Angie Gonzalez
To be the main character is to be unapologetically
yourself — confident, bold, and committed to growth.
Oakberry will remind ActiveZ that they are the main
characters in their own lives and that Oakberry
is the perfect fuel for their adventures.
yourself — confident, bold, and committed to growth.
Oakberry will remind ActiveZ that they are the main
characters in their own lives and that Oakberry
is the perfect fuel for their adventures.
Primary Audience: "ActiveZ," or 18- to
26-year-olds living in NYC, LA, or Miami
who prioritize health and wellness.
Challenge: While ActiveZ know and love açaí,
most aren't familiar with the Oakberry brand.
Insight: Activez' every choice is a reflection
of their identity and validation of their self-worth.
Big Idea: You're the main character
26-year-olds living in NYC, LA, or Miami
who prioritize health and wellness.
Challenge: While ActiveZ know and love açaí,
most aren't familiar with the Oakberry brand.
Insight: Activez' every choice is a reflection
of their identity and validation of their self-worth.
Big Idea: You're the main character
Launch Event: The Purple Carpet
We'll kick off this campaign in early summer with an invite-only event encouraging influencers and bold internet personalities to embrace their main character energy (and take lots of photos while they're at it).
We'll kick off this campaign in early summer with an invite-only event encouraging influencers and bold internet personalities to embrace their main character energy (and take lots of photos while they're at it).
Location: The Glass House in New York (where Oakberry has 9 stores)
Activities will include a nutritional workshop, Oakberry smoothie bar, interactive content creation booth, and live musical performances.
Activities will include a nutritional workshop, Oakberry smoothie bar, interactive content creation booth, and live musical performances.
Invites will include instant cameras for guests to capture their main character moments, plus a phone case, matches, and sparklers to light up the night.
Skip to 11:00 to see Vinny’s and my grand entrance ;)
COLLABS
BROOKLYN CHARM
Who: a jewelry brand where the customer is the designer
What: a bracelet-making pop-up in Oakberry stores in NY, LA, and MIA
Why: Both brands are known for customization, which screams “main character energy”
OWALA
Who: a leading water bottle brand known for its bold, mix-and-matchable bottles and lids
What: a limited-edition bottle inspired by the layers of an Oakberry bowl and a promotion where customers can get discounted smoothie if they drink it in the bottle.
Why: Both brands target active, wellness-centered people
NYX
Who: a cruelty-free makeup brand known for its bold colors and inclusivity.
What: a “Main Character Glow Kit” with vibrant colors inspired by Oakberry’s açaí toppings. Anyone can purchase, but influencers will receive extra products and merchandise.
Why: NYX is all about self-expression, the key to embracing main character energy.
This was a social-first campaign, so we split content into 5 themes recommended for TikTok and Instagram.
Use the arrows to see them all.
Use the arrows to see them all.