KIND - CREATIVE BRIEF

account planner
objective

Solidify KIND’s brand identity as a promoter of inward and outward goodness.

problem

Kindness is active. But the world is so raw these days that people are sticking to their own comfort zones because it’s a safe place.

target

Men ages X - X. The “Dedicated Life-ists.” These men are all in. They’re still in the early years of giving their grit and ambition to their career and their relationships. They’re super snackers and enthusiastic supporters of charities, but they’re skeptical of inauthenticity in brands trying to do good. They’re not complacent about their health or the world around them—whether that be their immediate social world or the political world at large, but they’re not necessarily ones to take a greatly active position of advocacy.

“I’m more likely to reach out to people who I have a connection with. Inversely, I don’t reach out to strangers because I don’t have a connection with them.”

insight

KIND motivates outward and inward actions of goodness through inspiring social initiatives and tasty but healthy products.

promise
strategy statement

For the dedicated life-ists who are unknowingly stuck in their mindset, KIND inspires people to change their perceptions of others.

deliverables

A 360 degree campaign, anchored by an experiential component and at least one video spot that can live in a short form as a YouTube pre-roll or a TV spot.

support

The KIND Foundation is a 501(c)(3) organization established to foster kindness and more empathetic communities. They run a variety of efforts that fall under this umbrella that are dedicated to promoting kindness in all forms by connecting people across diverse backgrounds and perspectives.

tone

Energized

Authentic

Raw