WELLFARE

A World Well Nourished

The pandemic has laid bare many of the cracks upon which this country is built, but few needs are more fundamental than our access to food. Food insecurity existed long before COVID-19, but has worsened and especially left low-income communities more vulnerable.

While food banks, pantries, and other community-supported programs work tirelessly to close the gap on food scarcity, it isn’t enough to cover the up to 8 billion meal shortfall America is projected to experience over the next year. And incase you missed it—we live in a country where 40 percent of our food is wasted, lost or simply thrown away.

Brand Design
Brand Strategy
Experiential
Social Content

01 THE ASK

Founder, Cole Riley came to Early Spring seeking support in solving the massive food insecurity problem the country faces.

02 THE INSIGHT

Barriers to accessing sufficient food are far too high for far too many, not only due to cost & availability but a lack of adequate education around nourishment and achievable health.

03 THE SOLUTION

Early Spring concepted and designed a non-profit, subscription food service for those in need called Wellfare. Wellfare will deliver nourishing food and drink to those who need it at low-to-no cost.

In parallel, Wellfare will produce relatable & insightful original content around what ‘health’ looks like, lifting the veil on ‘wellness’ & well-being. It will also help brands talk about the work they do with Wellfare in a meaningful way.

04 THE RESULT

The operational and creative chasm between the nonprofit world and the commercial world had to be traversed. Old-world nonprofits may have global reach, but they often fail to treat their beneficiaries with the dignity, the attention, and the care that companies show their consumers.

Early Spring imagined, instead, a nonprofit that does not ignore design, nor branding, nor quality, nor agility. A nonprofit that pays as much attention to the needs of its beneficiaries as companies do to the needs of their consumers. A nonprofit that recognizes that people in need are not just mouths to feed but people, consumers like the rest of us, who want to be healthy, fulfilled, and happy.

VEVO

Music Television The Way It Was Meant To Be

Long before the pandemic, Vevo hedged it’s bets on the proliferation of connected television. It was only inevitable that when the opportunity to personalise their viewing experience become available that consumers would prefer to pilot their own way through the music videos and artists they loved. With stay-at-home mandates, came a resurgence of the television—stadiums, stages and sets converged in the living room.

With over 40 million daily viewers in the US and 150 million globally, Vevo’s investment in connected television was paying off. The 2021 IAB NewFronts would be the place to galvanize media buyers around the platform, but the traditionally glitzy in-person event would now be experienced behind a screen.

Vevo tapped Early Spring to develop a fresh perspective on a brand narrative to launch at the IAB NewFronts and collateral its sales force would use to secure ad dollars.

Early Spring pulled back the curtain of Vevo’s staggering numbers, drawn to explore the science behind the emotional & cerebral connections triggered by music videos.

We sought to get to the heart of why music videos are the optimum medium for cultural influence.

Brand Positioning
Brand Strategy
Design
Film And Video

01 THE ASK

Leverage Vevo’s growing viewership, content & capabilities to capture advertisers’ attention & a lion’s share of their dollars.

02 THE INSIGHT

When watching music videos, we are more likely to feel positive about and recall ads.

Music activates the part of the brain that is crucial to processing & registering emotion, the amygdala. When processing music the amygdala releases chemicals responsible for bonding, trust & intimacy. Further, when the brain copes to processes the compounded stimulation of music and simultaneous visuals, recall is improved.

03 THE SOLUTION

Early Spring joined forces with DLA productions to script, direct and shoot a digital NewFronts Presentation for Vevo.

Beyond that, we restructured Vevo’s internal sales deck integrating a narrative approach to bring the brand to life for media buyers.

04 THE RESULT

Madonna’s Vogue. Beyonce’s Formation. Kendrick’s Humble. Drake’s God’s Plan. Wet Ass Pussy.

Visually arresting, these manifestos shock & awe the mind, flooding it with emotion. They dare to rewrite the rules of how fame, power, freedom & beauty come to be & their very potential.

More than a creative mark of excellence, Vevo is the petri dish from which culture takes shape & evolves. It is a laboratory for cultural experimentation, where creators provoke the antiquated &, in turn, synthesize a new way of being, of doing, of interacting with one another.

By leveraging music videos’ ability to create lasting impact, Early Spring positioned Vevo as the gatekeepers of culture, inviting brands to its platform in an effort to permeate society on a molecular level.