Humanaut | Organic Voices

The Ask

Unify over 100+ organic brands with a simple message that explains the benefits of organic.

The Result

A 30-MINUTE ad generating a total of 25 million views, 250 million impressions, and more than 745 thousand hours of engagement with an average of 5 minutes watched. Pretty good for an ad you're supposed to skip!

What We Did

Creative Strategy
Creative Development
Production
Post-Production
Design

Skip the Chemicals and Just Go With Organic

The simple truth is there are over 700 chemicals found in conventional farming and manufacturing that you can skip when you organic. So we created the world’s most skippable ad campaign, which featured long form chemical content that we asked you to skip.

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Organic Voices | The World's Most Skippable Ad

The World's Most Skippable Ad (That People Refuse To Skip)

We created a 30-minute ad in which we repeatedly asked people to hit the skip button. We assumed they would only watch the first 15-30 seconds, get the message and move on. But we were wrong. The ad ran on YouTube pre-roll, and on average people watched over 7 minutes. And way too many people watched the whole thing.

A man and a woman in a kitchen with a sink in front of them and many tall stacks of plates

A man and a woman wearing respirators washing dishes with a lot of smoke surrounding them in a kitchen

A man and a woman in a kitchen hold wine and the man puts his arm around the woman and they both smile

A man in a kitchen wearing headphones and with stacks of plates surrounding him

A man and a woman in a kitchen are surrounded by plates and there is a purple light in the background

A man and a woman in a kitchen behind a sink are surrounded by plates and talk to each other

The World's Most Skippable Content

We created the world’s most skippable versions of some the most popular online videos: ASMR, Cake Decorating, and recipe videos. Each video included all 700 chemicals you can skip when you go organic, which meant they ranged from 46 minutes to 6 hours long. Each one broke records for watch time and engagement. Our cake video alone had an average watch time of 10 minutes, with some viewers watching these videos til the end.

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Organic Voices | The World's Most Skippable Recipe Video

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Organic Voices | The World's Most Skippable Cake Decorating Video

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Organic Voices | The World's Most Skippable ASMR Video

Woman in a kitchen stirring ingredients in a bowl with eggs and other ingredients surrounding the bowl on the kitchen counter

A woman in workout clothes and sweatbands mixes cake batter in a kitchen

A close up shot of a chef decorating a cake with an arm blocking the shot and a "cake cam" in the top right documenting the decoration

A woman in a kitchen decorating a cake with icing

A woman being recorded by a webcam reading ingredients into a desktop microphone

The World's Most Skippable Social Posts

We created a social toolkit which all 100+ brands had access to to share with their following on Facebook and Instagram, organically reaching millions of people with our message.