Denver Awards
Superstar Entrepreneur Kevin Hart and his team at Hart House set out to change the way the world thinks about fast food by unapologetically bringing plant-based eating to the masses. For the launch of their first store, we needed to do two things. First, steal attention from the fast food giants who own the industry, and second, show people that plant-based offerings can be just as mouth-watering as traditional meat options. To accomplish this, we subverted one of the category’s conventions (using seduction to sell burgers) in a provocative way that's all about playing up plants.
The campaign centers around an OnlyFans parody website called OnlyPlants (onlyplants.xxx), where menu items tastefully bare it all just like real x-rated content creators. The website also touted an interactive news feed with mouth-watering images, videos, and trending topics, as well as individual profiles for each menu item tempting you to subscribe for more.
The campaign centers around an OnlyFans parody website called OnlyPlants (onlyplants.xxx), where menu items tastefully bare it all just like real x-rated content creators. The website also touted an interactive news feed with mouth-watering images, videos, and trending topics, as well as individual profiles for each menu item tempting you to subscribe for more.
2023 Awards
Total Points: 7
Silver Winner
Credits
Agency
Cactus / Denver
Client / Brand
Hart House / Los Angeles
Chief Creative Officer
Norm Shearer
Chief Strategy Officer
Kelly Rowntree
Photographer
Nicholas Scarpinato
President & CMO
Jeff Graham
Senior Art Director
Spencer Beuerle
Senior Copywriter
Joey Spearman
Senior Creative Director
Jeff Strahl
CEO & Founding Partner
Andy Hooper
Developer
Brandon Roth
Digital Producer
Michaella Hader
Director of Brand & Marketing
Marcus Byrd
Director of Digital Experience
Shun-Luoi Fong
Founder & CEO
Joe Conrad
Marketing Associate
Aaliyah Lambert
Production director
Martha Douglas
Senior Account Manager
Mikela Parker
Senior Digital Experience Designer
Kevin Roysden
Senior Project Manager
Torrie Eberhard
Video Content Specialist
Jackson Smith
VP, Account Leadership
Ainslie Fortune
VP, Comms Strategy & Media
Chris Shewmake
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