As part of a campaigns class, I collaborated with two other students to develop a semester-long project for Zen Donkey Farms; a cold-pressed juice brand in Missouri that supports a nonprofit donkey rescue. We began by immersing ourselves in the brand and exploring its unique community impact, which led us to create a comprehensive Voice Book, featured below. From there, we identified a target audience for a summer campaign. Thinking creatively, we focused on an unexpected group: Baby Boomers. While unconventional, the wellness benefits Zen Donkey Farms offers this audience are undeniable. Our final campaign aimed to help Boomers not only discover the brand, but also Define Their Golden—because no one can tell you how you age.