cargill – animated mnemonic

executive creative director: craig mikes, art director: rob story, mnemonic animation: stardust, los angeles, mnemonic sound design: co-pilot, new york

george and i were asked to create a campaign that would not only educate people on the health benefits of turkey, but inspire confidence in them that turkey could be flavorful and not bland. ultimately we wanted people to eat turkey 365 days a year and not just on thanksgiving and christmas. so the answer was to ask them to take a regular meal and “turkify it.” this mnemonic was the best part of the work (in my estimation). all in all, there were four different treatments: a: grilling/bbq version (flames), b: generic version (stars), c: healthy version (greens) and d: holiday (fall leaves). you can see them all below.


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