ALLISON SUPRON
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Stupidly Simple Campaign

At Madwell, we crafted and launched the countrywide multimedia campaign Stupidly Simple to help Vita Coco make “simple” look easy. Ten years after it debuted coconut water in the United States, Vita Coco was the marketplace leader by far—but it was far from alone. With Stupidly Simple, Vita Coco wanted to slice through the static that had cropped up around coconut water (and everywhere else in our lives) and reach a new audience in the process. They had a tagline and a target. Together, we took care of the rest.

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Out of Home

We launched Stupidly Simple with installations in key markets across the nation, from high-traffic corner dominations in LA to a total MTA station domination in NYC’s Union Square. We complemented those hero placements with supporting players like kiosks and vehicle wraps. Everything was clean, clear, and simply couldn’t be missed.

 
 
 
 

Digital

We delivered on in-store sales goals through an ultra-simple sweepstakes: purchase, enter the code, and tell us why a little private island time is a must.

 
 
 

Simplevision

We knew we wanted to really immerse people in our campaign, and incorporating VR was the perfect way to do so. With Simplevision, our VR digital activation, we gave people instant virtual access to 360° of flawless tropical beach, right there on the spot. Bringing this idea to life was a multi-city feat. We shot beach footage on location in St. John, stitched it together in Brooklyn, and loaded it into a dozen Google Cardboard-rigged tower opticals for promotional events all across the country.

 
 
Custom-made tower opticals + Google Cardboard + insanely beautiful beach footage = Simplivision

Custom-made tower opticals + Google Cardboard + insanely beautiful beach footage = Simplivision