save the earth - post a vid

Whole Earth Generation

today's kids are groomed at a young age to lead the future's brand advocacy which is controversial since their underdeveloped cynicism isn't adequate defense against advertisers. instead of preying on their innocence as some brands have done, whole foods is encouraging kids to get involved in a good cause (i.e. the environment).

timed lovingly with earth week, the whole earth generation campaign is asking kids to share a 2 min. utube vid showing what they're doing for our environment and they're encouraged to be creative about the format. the most popular vid will be featured in a campaign leading up to Earth Day (April 22) and the winning young activist will get to host a whole green generation podcast.

this is so good for the brand and the success of it doesn't necessarily lie in the numbers, but the deep emotional impact it's going to have on the whole foods families that participate.