Both Burger, from 50/50 Foods, was our 2024 Public Good Fund recipient. The Both Burger campaign presented a unique challenge: we needed to not only introduce the new brand but also educate consumers about an entirely new food category: Balanced Proteins. The dual task of building brand awareness while simultaneously creating category understanding required a carefully crafted approach that would engage and inform without overwhelming the audience. The creative vision for this campaign was rooted in 1960's and 1970's advertising – creating something humorous, punchy, and undeniably eye-catching. We used bright colors and imagery that draws the viewers' eyes to the product, mixing nostalgia mixed with a modern sensibility.