Pulitzer-prize winning author and investigative journalist, Michael Moss, asked us to conduct a complete rebrand of broccoli. Being an ad agency that works with brands not vegetables, it goes with out saying that we absolutely couldn’t turn him down. The challenge was too enticing. The cause, too good: do what so many well-intentioned government agencies have failed to do – get people to eat and buy more broccoli. The result was the farthest thing from the tried-to-death “tell them it’s healthy” approach. We knew people wouldn’t listen. They needed to actually like broccoli before they’d liked to eat broccoli. So we transformed a vegetable that had been ok with getting pushed around and overlooked into one that stands tall and proud. Into a vegetable you weren’t just supposed to like, you actually wanted to. And while it was all a pro-bono experiment and none of the work would get made, we think the experiment went pretty well. And we hope you’d agree. To see the New York Times Magazine story featuring the work, to watch the supporting video, or to download the entire broccoli presentation, go to broccolivskale.com.

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