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Rivka Gavriella
Creative Director | Brand Art Director
Creative Direction | Consumer Brands
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Campaign Title:
""The Day Mice Gave Up Cheese for Vita Coco"
– A Taste So Good, Even Mice Changed Their Ways
In an adventurous twist from traditional coconut water marketing, Vita Coco steps into the world of storytelling with a whimsical, Pixar-esque campaign that shows even cheese-loving mice can’t resist the taste of coconut water. The goal is to captivate audiences young and old with humor, character-driven narrative, and irresistible charm — making coconut water fun, approachable, and totally unexpected. The primary target audience is Gen Z & Millennials who appreciate quirky, playful branding and wellness products, and the secondary market aims toward health-conscious families and kids (via animation and humor).
Opening Scene
(Joyful Italian opera music plays. A cozy, rustic kitchen bustling with mice in tiny chef hats. They're working fast — but something’s off.)
VO (Narrator):
“It was a day like any other in the famous mouse kitchen…”
Scene 2: Chaos Unfolds
(Chef Massimo enters, dramatically wiping paws on his apron.)
Massimo:
Ayy! Santa Mozzarella! What’s-a wrong with you?
Coconuts?! Where’s the cheese?!”
Head Chef Carlo:
“Boss, my cousin sent us these coconuts — they’re better than cheese! And they make a drink we LOVE. Here, try!”
(He hands Massimo a bottle of Vita Coco.)
Scene 3: The Big Turnaround
(Massimo grumbles, takes a reluctant sip. Pause. His eyes widen. Cue heavenly choral music.)
Massimo:
“Mamma mia... as good as vino! Continue your work!”
All mice (in unison):
“YES CHEF!” (The kitchen erupts into cheerful work again.)
Closing Scene
(Mice line up to drink Vita Coco, dancing with joy. A bottle spins into view with text on screen.)
VO/Narrator:
“Vita Coco — Even mice know when it’s time to switch.”
Tagline on screen:
“Vita Coco — So Good, We Gave Up Cheese.”
#MiceApproved #CoconutConversion
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Campaign Title:
"Escape the Concrete, Embrace the Wild – Discover the Magic at Central Park Zoo"
The campaign objective is to reconnect New Yorkers with nature by positioning the Central Park Zoo as a nearby escape — a magical, immersive experience where the urban world fades and the wild comes alive. This campaign emphasizes accessibility, emotional relief, and the enchanting experience of stepping into a natural oasis right in the city’s core. The target audience is families, urban professionals and students, tourists seeking hidden gems and locals craving a break from city life.
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Key Message: The Central Park Zoo isn't just a destination — it's a moment of magic, peace, and wonder in the middle of chaos. And it's closer than you think.
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VO (soft, reflective):
“When the sounds of the trains...
The honks of the cars...
And the stomps on concrete begin to wear you down…”
VO (hopeful, inviting):
“You don’t have to leave the city to leave it all behind.
Step into a world where wonder still roams free.
Where wild things whisper, and magic is real.
Right in the heart of New York City…”
VO
“Escape the Concrete. Embrace the Wild.
Discover the Magic at Central Park Zoo.”
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Campaign Title
“We Bring Light to the Dark – GE Lighting”
This campaign target audience is families and homeowners seeking dependable, energy-efficient lighting solutions that enhance the warmth and safety of their homes. It highlights GE Lighting’s longstanding commitment to families, homes, and innovation. From Thomas Edison’s first practical electric light to today’s energy-efficient LED bulbs, GE has been at the heart of lighting American homes for over a century. The goal is to connect emotionally with modern families by showcasing how GE lighting continues to bring warmth, safety, and comfort into the spaces where life happens.
Voice Over: “As the stars and moon light up our dark sky at night,
Our LED bulbs bring light to dark rooms—
Guiding little feet down hallways,
Making kitchens glow with laughter,
And turning every flick of a switch into a moment of calm.
GE Lighting isn't just about bulbs. It’s about moments, memories, and making the dark a little less daunting.
For over 140 years, we’ve helped light the way home.
GE Lighting—We Bring Light to the Dark.”
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