Blue Diamond Almonds secured a partnership with USA Swimming for the 2016 Olympics in Rio de Janeiro and needed a campaign that showed that partnership in a dynamic and personal way. BDA is run by a collective of family-oriented farmers in Sacramento, CA.
I had the unique position of having grown up in CA, being a lifelong swimmer (competitively for 12 years), speaking Portuguese and having a strong knowledge of Brazilian culture. The campaign I concepted was "The Lane to Greatness," celebrating all of the hard work and community it takes to make a top swimmer, just the same as the hard work and community it takes to run an almond farm. The campaign launched at the Aquazone qualifiers in Omaha, Nebraska with a booth presence and interviews with qualifying swimmers, was supported by a TV spot, microsite, consumer contest, healthy recipe videos, and the first ever underwater VR experience through the perspective of Olympic swimmer Matt Grevers.