Tropicana x Mind: Squeeze Campaign
Co-Creative Direction and Art Direction | Given Agency
Establishing a new partnership between beloved brand Tropicana and charity Mind through a family mental wellbeing awareness campaign. Family life changed in 2020, told to keep apart from those we hold dear. But connection brings strength, so we gave family wellbeing a place at the table.Because what this nation really needs Now more than ever, the power of goodness that we feel when we squeeze together.
The overarching campaign
‘Squeeze Together’ is a awareness campaign directing families to a bespoke Digital Wellbeing Hub to assess a check-up tool and a series of practical advice for Mind. A set of emotional films and interactive social media comms to bring to life the ‘little squeezes’ to make life brighter.
The 2021 Campaign:
The Lost Squeeze
The global pandemic saw us more isolated than ever before. During this period, the UK missed on 26 billion hugs! Our aim was to create a campaign to connect to our nearest and dearest and give them a much missed, much needed, squeeze.
A multi-touchpoint approach to raise awareness around the Squeeze Deficit and create a line between the brand house (The Power of Goodness) and the problem to solve (Isolation) problem. So, are you getting 5 squeezes a day?
