BEL BRANDS

PLUS+ AD CAMPAIGN

CREATIVE DIRECTION

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Building Current & Future Innovations 

While the Join the Goodness movement has begun to spread to the real world, our new innovations and stories will continue to originate in the  Land of Goodness.

We will continue to imagine how new ingredients, benefits, and innovations will grow this land and the goodness it manifests. And with each new character that is introduced to represent new innovations, the Land of Goodness will expand.

By further defining the Land of Goodness, the campaign will be able to introduce new RTBs while ensuring playfulness and naturality remain top of mind in all future work.

     Following this model, we recommend the Land  

     of Goodness is used to:

• Set the stage at the beginning of all :15+ video content


• Define the backgrounds that accompany new characters in all touch points


• Provide opportunities for interactive and immersive experiences such as AR


     Details, use cases, and additional guidance for characters and Land of Goodness evolutions will be part of an upcoming “Join the Goodness” playbook.

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