CAMPAIGN: THIS IS HAPPY
AGENCY: MADWELL

I was the lead agency writer on Happy Family for several years. When they first approached Madwell in 2015, our brief was to debut the brand in its first national campaign.

I wrote the tagline This Is Happy, which allowed them to join the conversation on happiness as a unique tapestry of highs and lows. It also gave them a “this is” framework to explain enlightened ingredients like probiotics and choline with childlike clarity.

WHAT I DID:
Tagline • Campaign concepting & development • Messaging strategy • Copywriting • Managed writing team