TAZO Regenerative Tea

The concept behind 'Savor the moment, save the future' was born from a desire to reward our target audience for choosing TAZO Regenerative with an experience of immediate fulfillment in doing so.

While we all aspire to be the kind of people who recycle, compost, or bike to work because it's the right thing to do, there's no denying the positive feeling that comes with making those choices. That feeling is what makes us decide to take those actions again and again.

By infusing a sense of humor and lightness into the often overwhelming narrative of environmental responsibility, I sought to make the message more approachable. Taking ownership of the copy for this campaign, while collaborating closely with art directors, allowed me to shape the creative vision and see it realized across print, out-of-home, broadcast, video, and social media campaigns.