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Touching Grass
Owned the moment for "touching grass" by creating a product that was literally, grass.
The Goal
Own the moment around the growing "touching grass" movement in tech circles which talks about taking a break from screen time & being chronically online.
The How
Athletic Greens (AG1) is a very popular supplement being promoted heavily but was seen suspiciously by health folks.
The What
We created a parody of AG1 called TG2 (Touching Grass 2) which caught attention by being exactly like AG1 but was a patch of astroturf as a reminder to go outside.
Impact
Ownership of the popular cultural trope of "touching grass". Months later, people still tag us on anything to do with touching grass.
500
touching grass packets ordered
100k+
views across channels
$0
ad or influencer spend
∞
cultural impact