We had to give people more reasons to drink Campbell’s, but our work had to be eye-catching and heart-warming in order to stand out in a day and age where the average consumer is bombarded with dozens of messages a day.

No matter the time or place, everybody needs some positivity in their everyday lives. So we took our can’s iconic design, and turned them into messages of hope. Every can featured positive reasons to keep drinking Campbell’s, but maintained the visual identity and familiarity of the brand.

As the campaign is still in its early stages, sales results are currently being tabulated. However, the campaign gained much interest, with many people — both existing and potential customers — expressing love and giving positive feedback during the launch.