LUNA Bar was never a story about food.
Or powering you up the tallest mountain. It was built around giving women a voice, providing a platform to be seen and heard.
They had been quietly nourishing a generation of women and girls to stand up for what they deserve. To not hope for change. But to grab it by the proverbial balls. There was an urgency, a beautiful messiness to it all.
This brand campaign challenged how folks viewed, consumed and experienced LUNA.
Not someday. But now.
Someday is Now.
Role: Freelance Writer / Creative Director
ANTHEM: Introducing Someday is Now
We are the storm.
LUNA has a unique perspective on equality. Today’s girls do not wait for equality. They bring. And so will LUNA.
ON THE ROAD TO WORLD CUP: Supporting the USWNT
Someday a woman’s goal will be worth as much as a man’s. Someday is now.
LUNA loves when badass ladies go after what they believe. So it was no surprise we were in awe of the U.S. Women’s National Soccer Team. When we learned their World Cup roster bonus would be half of the men’s - who didn’t even quality <cough cough>, we did what any brand would/should do. We made up the difference. Watch as we surprise the team by letting them know.
This piece attracted over 2 billion impressions in 24 hours. Not to mention a couple tears :)
(Oh and ya, Megan Rapino is a god. Just sayin’.)
SOCIAL: Providing a platform for change
BLUE LACES INITIATIVE
Like the female members of congress wearing white during the State of the Union while their male counterparts pinned a white ribbon to their lapel, LUNA created her own symbol of equality — the LUNA blue shoelace. Influencers, athletes and fans were invited to wear them in the stands, in France 2019 and across social to show the world their support of the USWNT and their journey to the World Cup.
PRODUCT (AKA FLAVOR PORN)
LUNA’s flavors are fun, as much as they are tasty. Something to be experienced not someday, but now.
WILD POSTINGS
WEBSITE
