Assignment: In context of McDonald’s launching smoothies, remind consumers that Jamba Juice is all natural.

Strategy: Present Jamba Juice with an “edge” – while retaining their values as a wholesome, family company.

Solution: A self-deprecating satire that begs conversation by teetering on the edge of believability.

Result: Millions of total views on YouTube and 250M impressions for a $200K budget. Some highlights (click on each to go to article):

Silver Award, 2011. The Reggie Awards was the only award show entered.