22 Days Nutrition
Beyoncé and JAY-Z's plant-based nutrition brand. As agency of record, we oversaw the integrated launch campaign in the run-up to Coachella, across the meal planner, the book and the Greenprint project.
When Beyoncé and JAY-Z went plant-based, they turned a diet into a cultural statement. Marco Borges, the exercise physiologist behind their program, had a simple premise: give your body 22 days to reset the way it eats. With two of the most-watched people on earth behind it, this was never going to be a quiet health launch.
It was an integrated campaign built for a moment. A brand, a book and an app, timed to the run-up to Beyoncé's Coachella headline, so the biggest stage in music doubled as the biggest stage for plant-based eating.
Overview
The partnership
Elevate served as agency of record for the launch. Alicia Evergreen and Justin Evergreen were creative directors across the campaign, with art direction led by Alicia Evergreen.
Define
Healthy eating had an image problem. It read as deprivation, or a lecture. Beyoncé and JAY-Z brought the star power, but the brand still had to earn belief. It needed to feel like culture, not a cleanse. Aspirational, not clinical.
The idea
The Greenprint. A plant-based blueprint, named for JAY-Z's.
Create
We built 22 Days to look like a movement, not a meal plan. A calm, confident identity that could stand next to Beyoncé without shouting, photography that made plants the main event, and a book, The Greenprint, that borrowed its name and its swagger from JAY-Z's The Blueprint. Every piece pointed at one moment: the launch.
Commit
The rollout was choreographed like a record drop. Beyoncé teased the program to her audience in the weeks before Coachella, DJ Khaled carried it to his, and the brand, the book and the app all landed together, so the culture met the product at exactly the right time.
Beyoncé takes it to the world
The Meal Planner & the food
We wanted plant-based to feel aspirational, not clinical. The team gave 22 Days a look that matched the ambition of the people behind it.
The Greenprint
The result
It worked. The story ran everywhere from the New York Times to Vogue to Forbes, the book became a bestseller, and 22 Days went from a founder's idea to a plant-based brand with a real cultural footprint.
The craft
Brand identity, a plant-forward product photography system, the key assets and visual direction for the meal-planner app, and the name, identity and creative direction for The Greenprint book launch. One integrated campaign, from logo to app to book.