Minute Maid “Parenting Horror Stories”

Minute Maid's first social campaign had to prove to parents “we get you.”
How? The truth.
Where? Anonymous parents on Reddit.
After mining their most horrifically honest stories, we turned them into juice-fueled comedy using a local improv troupe.
Parents got a much-needed laugh, and the campaign won 5 ADDY awards. All on a $30k budget.

2019
Agency: In-House @Coca-Cola
Title: Sr Copywriter
Role: Concept, Scripts, Production (Pre+Post)
Channels: Youtube, IG, FB
AD: Catie Ivey
ECD: Alex Russell
Director: Tom Rittenhouse