Dole Seasons:
The AlphaBurp
The AlphaBurp
Learning the Alphabet in a fun, burpy, legal way
We created a film-led media campaign, showing
26 different “little ones”—pets, toys, dolls, plants, ants,
even hands—from A to Z, one after the other, in alphabetical order,
drink their Seasons Juice then burp the first letter
of their name.
26 letters to be burped
We then edited them together to create a long-form film featuring all letters from A-Z and 26 short-form films featuring each individual letter. Hence creating “The AlphaBurp”. Giving kids a new and fun way to learn the alphabet.
But how to target kids it if it’s not allowed?
We wanted to roll these films on YouTube but there was a problem. In February 2020, the US Government enforced a worldwilde law that videos on YouTube can no longer target children. So instead of directly targeting kids, we indirectly advertised to 'little-sized things' kids love.
We created five PSA-like announcemnts and put those on YouTube. The result? Success. They were successfully accepted and aired on YouTube. Legally!