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Just Egg

Be Uncrackable

Target: Busy urban professionals who value natural and authentic foods despite their nonstop digital grind.

The Problem: Natural eggs are superior in theory, but fragile in practice.

Key Insight: High pressure lives call for uncrackable people.

Big Idea: Uncrackable

A large yellow billboard on a brick building displaying a poem that reads, 'Feeling the deadline heat. Calendar packed, still on your feet.' There is a cartoon illustration of a character resembling a calendar with legs, arms, and red shoes, standing
Large yellow billboard on a brick building with cartoon illustration of a character climbing a ladder. The character appears to have a box for a head with the word "JUST" on it, and is dressed in orange with red shoes. Black text reads, "Climbing the
City street scene at dusk with a large yellow billboard on a brick building displaying a cartoon illustration of eggs looking out of a window and a quote about ignoring pain, with people walking on the sidewalk and cars on the street.
Large yellow billboard on the side of a brick building with a cartoon of a barbell lift that has a face, arms, and legs, with falling paper leaves. The text reads: "Under the bar. Heavy weight, Still a star." The bottom corner has a logo with a block
Indoor scene at an airport with a yellow food cart labeled "Morning Egg Station by Just Egg". The cart has a character costume of a slice of bread with big eyes and a red bowtie serving breakfast with mini plant-based eggs, peppers, cheese, and toppings. Three people stand behind the cart, smiling and talking, with tall windows showing city skyscrapers in the background.

The pressure of pitch days can make people crack.

We show up with a reminder to stay UnCrackable.

Screenshots of a mobile app displaying videos and comments. The first screen shows a girl with freckled face wearing a headband, with a caption about getting Unready with her emotional girl edition. The second screen displays a video with comments about personal experiences, including a comment about losing a mom. The third screen shows a smiling woman holding a plush toy with the word "JUST" on it.

JUST EGG is also there to remind you to be uncrackable when life is so stressful you resort to trauma dumping on the internet.

Two images of kitchen countertop scenes featuring a creative egg-shaped cake mold set. The first image shows the process of pouring egg batter into the mold, with additional baking accessories and decorated cookie sandwiches on a plate. The second image displays a finished egg-shaped cake decorated as a character, inside an open box labeled 'Just a Care Package' with baking supplies and utensils surrounding it.

Care packages make sure you have an uncrackable start to your day.

The team:

AD: Noa Elfassy, Celia Petconi CW: Trent Jones

More work...
Wise
Sleeman
Just egg
Nissin
Pepsi