Native
COME CLEAN
THE RUINS
(or Ask)
How can we promote Native in a way that highlights their approach to use clean, organic ingredients in their products?
THE HUMAN EVIDENCE
(or Insight)
People hide things.
THE PARADIGM SHIFT
(or Idea)
Native is so natural and transparent,
it inspires people with dirty little secrets to finally come clean.
If Native doesn't hide anything, neither should you.
Native confessional booths where people will be able to confess their dirtiest secrets. They will record a voice note sharing their secret, and as a reward for coming clean, a random Native product will be dispensed.
The recorded secrets will be used to create content
for our social media platforms, as well as audio ads
(for radio/Spotify/podcasts).
Based on the level of hesitation when answering, their tone, or the shaking of their voice, this TikTok/Instagram polygraph filter will determine if the user is lying or not.
With the hashtag #NativelyClean we'll encourage people to challenge their friends and loved ones to use the filter together and shine light on all the dirty little secrets they're keeping from each other.
Playing with what's happening in culture and context, print ads will be placed next to articles talking about celebrities not willing to confess or accept their dirty secrets.
Native will have branded trucks delivering Welcome gift baskets with Native products to newly elected incoming politicians at several governmental institutions, such as the White House and City Halls.
