With Nature Valley’s Millennial audience growing up and moving away from their standard snack offerings, the brand pivoted and asked us to activate their new tagline “Be Great Out There”. Our response? We drove a truck around America. We started by asking some of our favorite visual artists to interpret the brand tagline to create swag that came as a side with all the tasty snacks we doled out at each event. Each consumer got two granola bars – one to eat and one to share – along with our limited artist series swag. Our target got remember why the snack they grew up gave them the fuel to conquer everyday, and then became ambassadors for Nature Valley by sharing their snack and a little motivation to #BeGreatOutThere.