Bai

We repositioned Bai in the beverage market with a campaign we created called Unbelieve. It’s all about breaking away from the conventional wisdom that holds us back and living what Bai calls “a full-flavored life.”

Beyond campaign assets, I had the honor of creating the full Unbelieve Manifesto, which got squeezed kicking and screaming (and not at all unscathed) into a minute-long launch video read by Bai’s Chief Flavor Officer, Justin Timberlake.

 

Unbelieve

They told us to dream big.
To reach for the stars.
To ignore the impossible.
To question everything.
They told us to charge fearless into the world full of promise and possibility.

And then they told us to slow down. 
To turn our eyes from the sky, and keep our feet on the ground.
To follow the crowd, and fall in line. 
To accept the things they say can’t be changed.

And we, the square pegs, started to give in to the relentless rounding process.

Because fighting is too hard. 

Because failing is too scary.
Because “that’s not the way things are done.”

Well you know what? Because sucks. So here’s to getting back your edge. Here’s to those who reject conventional wisdom.

And Unbelieve.

When you Unbelieve, it clears your head. And it clears the way for a new perspective.
When you Unbelieve, you stop acting like you’re supposed to and start acting like you want to.
When you Unbelieve, you refuse to accept the limits that are set for you.

So stop “reaching for the stars” and start spreading your wings.
Unbelieve that your future is already decided.
Unbelieve that there’s no good ideas left.
Unbelieve that the little guy can’t win.
And fly.

Let go of what’s holding you back and race toward possible with your fists closed and your mind open because together, we can change the world. “Unbelieve” is more than a state of mind. It’s a statement about our potential. It’s the flash of insight that sparks revolution, and the glowing ember inside all of us that refuses to ever, ever go out.

Worried that you’re just one person? That’s exactly what you are.
Like the pebble that starts the landslide.

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Project Description

We repositioned Bai in the beverage market with a campaign we created called Unbelieve. It's all about breaking away from the conventional wisdom that holds us back and living what Bai calls "a full-flavored life." Beyond campaign assets, I had the honor of creating the full Unbelieve Manifesto, which got squeezed kicking and screaming (and not at all unscathed) into a minute-long launch video read by Bai’s Chief Flavor Officer, Justin Timberlake.

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