How do you win influence in today's brutally competitive advertising market? Easy. Talking vegetables. To spread the word of the Earthling Month campaign, the Earthling Ambassadors were created. They traveled across the world, gifted to high-profile online personalities.
The ambassadors, one a pineapple, and one an artichoke, were 3D-printed in food-safe ceramic. They traveled in a handmade, recycled cardboard crate that included campaign literate, and an instruction sheet. Once the ambassador is assembled like a Mr Potato Head, it delivered a personal message to each recipient.
The influencers tweeted, wrote articles, and posted photos and videos to their audiences, spreading the word of Earthling Month through the ambassadors. One influencer even hacked an ambassador to play music.
Dozens of mobile mp3 players were repurposed to work as the brain and voice of our ambassadors. The area where the pineapple or artichoke was placed had prongs connecting to a button. The prongs would push a button on internal components, connecting power from a lithium ion battery, to the mp3 player's brain. Every single ambassador was personalized with a unique voice recording. Each recording was placed on it's own 32mb micro SD card, and the cards were divided up among the ambassadors. Once power was activated, the mp3 player would load it's custom greeting from the SD card, and play through a speaker. The speakers were installed to project through an integrated vent, making sure the ambassador's voices weren't muffled.
The ambassadors were used to link back to the Earthling Month website. This site aggregated campaign content and participation. The site was seeded with lots of fun content. Below is a handfull of content I was involved in creating. All of the still photos were from a recent trip to Israel. All GIFs were created with the rest of the Digital Kitchen team. My favorite one is the super-sketchy-70's-cop-show-drug/vegetable-exchange in the park.
David Mikula, creative director, writer
Koji Minami / Jessica Katona / David Godwin / Camillie Durand, creatives