Work, social media, and the nonstop news cycle keep people tethered to their phones while the restorative parts of the natural world sit just outside the frame. Murphy's Naturals had permission to intervene but needed a message that could break through in the very place the problem was happening.
We created the Outerventionist, a recurring character who broke the fourth wall and urged people to 'trade screen time for green time.' Social-first creative played with screen fatigue and meme culture to interrupt doomscrolling without sounding preachy. Supported by a retail-driven media plan, the campaign met people mid-scroll, nudged them outdoors, and connected that release to Murphy's Naturals products.
RESULTS:
Campaign videos
Campaign imagery
DIGITAL
