Minute Maid “Parenting Horror Stories”

Minute Maid's first social campaign had one goal: prove to parents “we get you.”
But as a corporation, just saying that is the easiest way to prove you don't.
Where do you find the truth? Anonymous parents on Reddit.
After mining the most horrific stories, we turned them from pure pain to juice-fueled comedy.
Parents got a much-needed laugh, and it 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