Oakberry - Embrace Your Main Character Energy.

Because ActiveZ (active Gen Z’ers) view their choices as a reflection of their identity, this campaign positions Oakberry as a brand that fuels both their energy and confidence, encouraging them to step into self-expression through the message “You’re the main character,” supported by strategic partnerships with brands and influencers who embody that same main-character mindset.

While active Gen Z’ers know and love açai, most are not familiar with Oakberry. Our creative strategy aims to increase brand awareness among this audience.
The campaign strategy focuses on storytelling and engagement, using user-generated content and influencer collaborations to create bold, aesthetically pleasing posts. Instagram highlights the brand’s vibrant, healthy lifestyle, while TikTok uses trending sounds and relatable content to connect with a broad audience.
Through bold, colorful visuals and punchy, self-assured copy, our creative executions and owned media will embody the idea of being the “main character.” We’ll support this message with a launch event that invites attendees to walk the “purple carpet” and learn about what makes Oakberry main character fuel.