Little Entrepreneur
The brief for this one was simple: give us goosebumps. So we built a campaign around a little entrepreneur who converts the back of her family’s Lincoln Navigator into a cocoa stand. From there, we see the determination and spark of a young girl’s holiday mission to spread joy and generosity through snow, rain, and sleet.
What began as a :30 for Lincoln’s Wish List Sales Event evolved into a :90 cinema buy with a custom music track and a story told through quiet holiday moments of joy and generosity. We then took that holiday spirit beyond the screen with cocoa kits for retailers, so shoppers could enjoy the endeavors of our Little Entrepreneur in showrooms across the U.S.
The 360 launch spans cinema, retail, and social, with early press from Ad Age’s “16 Creative Campaigns to Know,” LBB, and Creativity. Hot cocoa. Warm hearts. Goosebumps delivered.
More Campaign Elements to Come…
The Little Entrepreneur campaign is just getting started. In the coming weeks on social, we’ll spend a day with our CCO (Chief Cocoa Officer) and follow her as she runs her cocoa stand from the back of her family’s Lincoln Navigator. Each short-form episode will capture the tiny triumphs, cozy mishaps, and warm rituals of her day. Stay tuned!