Short Shelf
Fridge-fresh Perfect Bars are almost always stocked on the top shelf, but our hero (Harvey Guillén) is done humiliating himself reaching for his favorite snack.
One day, when Harvey spots his raison d’être way up high, he snaps. The fluorescents dim. A spotlight appears. We hit play on snack redemption and an original musical number dazzles in the middle of a grocery run.
As an AdAge Top 5 Campaign Perfect Snacks turned an everyday indignity for ‘short kings’ into a full-blown Broadway-style lament, with Harvey bemoaning his inability to reach Perfect Bars perched on a high refrigerated shelf.
I helped develop the social strategy surrounding the film, defining how the campaign would tease the premise, launch the musical, and sustain momentum afterward. I also shaped the platform-native creative that extended the story beyond the hero film and kept the conversation around Short Shelf moving. Sentiment was overwhelming with nearly 100% positive scores across social, creator content and earned media. That likely had something to do with the sweet custom-made Short King Stool we created for Harvey and a handful of giveaway winners.
Steph Kohnen Executive Creative Director
Natasha Hugeback Creative Director
Ian Reichenthal Writer
Kelly O’Keefe ACD Art Director
Jack Loftus ACD Copywriter
Agency — MullenLowe
Production — David Shane, O Positive