Humanaut logo

Organic Valley Organic Balance

Calling Bullshit on How Brands Talk to Women

The Ask

Introduce Organic Valley’s organic morning shake, Organic Balance, to busy women and drive trial.

The Result

A hilariously honest campaign becoming one of YouTube's Top 10 Most Viewed Ads of the Month and growing sales by double digits—all while calling brands out for the way they talk to women.

What We Did

  • Creative Strategy

  • Creative Development

  • Production

  • Post-Production

  • Design

Organic Valley | Real Morning Report

Real Morning Report

We conducted a study of 1,000 professional women to understand what their mornings were really like. Then, we compared those stats to the bullshit you see in most female-targeted ads.

Real Morning Report Website

Online at realmorningreport.com, women could participate in the study and see how their mornings compared to those of their professional peers.

a drawing of a stack of heads of a fox, a honey badger, a bear, and a unicorn on a purple background, and text above it that reads, "9% of women say Honey Badger is their power animal."
A drawing of a woman on her phone checking her email in bed with text above it that reads, "21% of women have been known to check work email before getting out of bed."
a drawing of coffee and a granola bar with an orange background and type that reads, "45% of women skip breakfast at least once a week"
A drawing of a treadmill with a turquoise background and text that reads, "only 14% of women found time to work out this morning."
A drawing of a bed and pillows with a purple background and text that reads, "A third of women never make their bed."
A drawing of a window with symbols coming out of a window on a beige background with text above it that reads, "58% of women will swear at someone or something this morning."

The Part Where We Brag

80M

impressions

9.9M

views

402K

website visits

5th

most read Adweek story of 2016

Up Next

Bobo's hero image
Bobo's logo

Giving People Mom-Baked Goods so Their Real Mom Doesn't Have To

 Previous Project

Bobo's hero image
Blueair logo

Bringing Swedish Air Quality to America

Next Project 

We're Thinking...