Perfect Bar

20+ superfoods, 10g+ protein, nothing artificial, and a whole lot of attitude.

THE WORK

ACTIVATION, OUT OF HOME, SOCIAL/OLV VIDEO

OUT OF HOME

PROJECT MRAZBERRY

To launch Perfect Bar’s limited edition Chocolate Mrazberry flavor—made with early 2000s legend and Perfect Bar superfan, Jason Mraz—we needed an origin story. What makes a mrazberry a mrazberry? The sweet, sweet voice of Jason Mraz.

THE RUMOR

We partnered with foodie influencers to start the conversation and get people guessing: WTF is a mrazberry?

THE TEASER

Then we released a teaser across social to connect the dots to Jason Mraz and remind fans to mark their calendars.

THE LAUNCH

On February 12th, we released our official announcement in the form of a music video, recreating the iconic “I’m Yours” as a whole new Mrazberry edition.

THE CAMPAIGN

We shared additional content, both organic and paid, to promote the bar and invite people to participate in the relevation that is Chocolate Mrazberry. And for the Jason Mraz fans especially, it was a delicious dream come true.

CONTINUATION

We even made some evergreen videos to keep the campaign going after the limited edition bar ran out. And because we wanted to hang out with Jason Mraz a little longer.

The Community.

Creative Directors: Guilherme Grossi & Gabriel Gama

ACD (Art): Emily Lahourcade

Junior Copywriter: Lucie Desvallées

Junior Art Director: Carly Thomas

Producer: Tegan Mahford