Clif:
Can't Fight the Filling
Resisting a CLIF Filled Bar takes serious willpower — the zen-like kind. So we turned snack restraint into a mindfulness practice.
To promote CLIF’s Nut Butter and Fruit Smoothie Filled Bars, we tapped into the booming popularity of mindfulness content with a playful, meditation-inspired campaign. Each tongue-in-cheek video guided viewers through surreal self-control exercises — designed to help them resist the irresistible… at least for a few fleeting moments.
Bonus: we filmed everything in Amsterdam over nearly three weeks, where expert food artists built actual zen gardens out of Clif ingredients. Easily one of the coolest experiences of my career.
Behind the build: our Clif Bar ingredient zen garden in the making.
We also created a series of videos for social, designed to be viewed with the sound off.
We tapped into the rise of mindfulness content online by parodying the genre in a fun, product-first way.
Key Takeaways
✔ Concepted and wrote a playful, zen-inspired social campaign promoting CLIF’s Nut Butter and Fruit Smoothie Filled Bars
✔ Tapped into the rise of mindfulness content online by parodying the genre in a fun, product-first way
✔ Shot on location in Amsterdam with food artists crafting real zen gardens from CLIF ingredients