Case Study: Organic Valley – Real Morning Report

As a part of their new digital campaign for Organic Valley,  agency Humanaut conducted a survey of over 1,000 women to see what their mornings were really like.

Contrary to the put-together, Instagram worthy portrayal of the modern career woman we’re so used to seeing in advertising, the study concluded that majority of women “don’t have time for any of that shit.”

Here are a few of our favorite statistics:

  • 10% of women have slept in their workout clothes to wake up motivated.
  •  9% of women cite dry shampoo as among the greatest inventions of the 20th century.
  • 21% of women have used an article of clothing to camouflage a stain.
  • 58% of women will swear at someone or something this morning.

We teamed up with Humanaut & Organic Valley to bring this report to life.  Helmed by Director/DP Lance Kuhns, we filmed 20 scenes over 3 days around Manhattan and Brooklyn.

The result is a celebration of the chaotic craziness that that most women face on a daily basis. After all, only 16% of women are waking up every morning feeling #blessed.

 The video netted over 2 million views on its first day of launch and was featured on Huffington Post and Buzzfeed.

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