Joe & The Juice: Joe Says

Spec Campaign Series

Concept
I created this campaign to give Joe & The Juice a stronger voice. A voice that feels bold and speaks directly to the customer.

Insight
Consumers are increasingly turned off by health brands that come across as preachy. They respond better to messaging that feels relaxed, relatable, and human. Joe speaks with confidence, delivering simple, clever lines in a way that is approachable.

Big Idea
Give Joe a voice and let him talk to the consumer.

Execution
The “Joe Says” campaign brings Joe to life as a bold and confident persona. Each ad delivers a one-liner, from “Your ex still drinks soda” to “Greens are the new black,” paired with a minimal pink and black design that reflects the Joe & The Juice brand. The series appears on benches, billboards, and street signs. It is designed to catch eyes, spark interest, and stay with you.