JARED JOHNSEN
ACD / WRITER
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Goodnessknows "Try a Little Goodness"

No one starts out great. But by trying a little goodness, you might get there one day. To prove it, we went out and captured first-time musicians learning their first note on an instrument. Then we turned all those “first tries” into one great classical piece of music, note by note.

In all the ads I've made, this one by far received the most positive response from the public. Even the internet trolls just shrugged, and went back into their caves.

Goodnessknows “Try a Little Goodness”

Brand Campaign Featuring TV, OLV, Radio & Social Activation

No one starts out great, but if you simply try a little goodness, you might get there one day. And even if you don’t, a little goodness is better than no goodness. So to live our modest hype-man ethos we took a leap of faith. Like...a giant one. We launched a campaign whose content would solely consist of people trying something for the first time.

Luckily, in all the ads I've made, this campaign got the most unanimously positive feedback. Even the internet trolls just shrugged, and went back into their caves.

Our activation invited 100 people to try a little goodness by learning a single note. Then we made them famous (ok, famous-ish) by turning their notes into some greatness.

Our TV, OLV and Radio consisted of first-time actors, first-time jingle musicians and first-time voice actors. Let’s just say they nailed it—by not nailing it.