MadeGood
CloudMD (CMD) is a well respected, publicly traded company — a name that is both recognizable and trusted. Following many acquisitions and mergers, CloudMD had grown to become a leading healthcare technology company in North America.
But with this came too many identities and no single consistent message or voice. And for all of these brands, the biggest challenge was employee apathy. CloudMD's service offering were exceptional — but the engagement in the platform was low, and hard to sell to new customers.
The Enemy
CloudMD needed help strategically aligning all of their brands and unique services under a single service brand identity with a cohesive value proposition and name, followed by a logo, identity system, and eventually website, and app UI design.
Just as important: it had to be friendly and approachable to make accessing their ecosystem of healthcare solutions not just simple — but enjoyable. Even when people need care, they often don’t take advantage of their employee benefits, and we needed to help remove that barrier.
The Insight — Good things in = Good things out
As every parent knows, good food = good energy. This means kids can do the things they care about the most like sports, art, and academics. Bonus points for MadeGood — their organic, school safe snacks were LOADED with good stuff, like carrots, beats and broccoli (KIDS, LOOK AWAY!!). So no matter what back to school looked like, MadeGood made good sense.
MadeGood, made fast
With only a few weeks until the kids stormed the hallways, time was definitely of the essence. We worked with our production partners, Scout Media, to cast camera friendly kiddos and set up an intensive shoot at Sterling Studios to capture our talent enjoying all that tasty, veggie goodness.
Once we had it all in the proverbial bag, our good friends at LookOUT! Studio helped create the custom graphics to bring the concept to life in glorious CG.
A Back To School Bonanza
The campaign output totalled a whopping 109 separate videos, created in multiple formats for cross-platform distribution across multiple markets, promoting multiple skews for both US and Canada pushing to both in-store retail purchase and e-commerce. Phew. It was a lot.
But it helped moved products just in time for the most hectic of seasons, and helped amplified brand awareness for MadeGood and its' uniquely special goodness in new markets across the US and Canada.
BTS & Beyond
We ended up working with the footage captured in our shoot as well as the various CG assets we created to develop additional spots for new SKUs and as a fast follow into the Hallowe'en season!
What they said
We’ve worked with Friends & Enemies on all of our brands: MadeGood, Good To Go, Cookie Pal and Riverside in different capacities including brand strategy, creative strategy, creative production and website development. They were able to bring in “friends/ experts” with different capabilities to accomplish and deliver each project. F & E also collaborated well and led our internal agency teams and provided vision, direction and alignment across the board.
They have proven to be an amazing partner to roll up their sleeves, dive deep into the business with us and figure out how to accomplish our goals in the most creative way.
Basak Karamehmet /
Marketing Manager, Riverside Natural Foods
Credits
Production
Animation / Motion
Voice Talent