“The World’s Most Skippable Cake Decorating Video,” in which a cake artist hand decorates 31 sheet cakes with the names of more than 700 chemicals prohibited from use in organic food, farming and textiles. The project clocked in at more than six hours.
The objective of the campaign is to highlight the hundreds of dubious ingredients allowed in conventional foods to eliminate confusion between organic and other labels. The takeaway: Only organic provides true peace of mind because it never contains these 700+ ingredients featured in the videos.
“We created these ridiculously long videos assuming no one would ever really watch them, but they’d get the point,” said David Littlejohn, founder and chief creative director at Humanaut, “It turns out, we have a record-breaking engagement rate on this super-long-form content that features only chemicals. And the longer people watch, the more they realize they just need to buy organic.”
