creative technologist. digital storyteller. tinkerer.

Honey Maid - Wholesome Button

Honey Maid's groundbreaking “This is Wholesome” campaign acknowledged the diverse fabric of America’s nuclear families and showcased how acceptance can foster love and friendship.  

For our contribution to this campaign, we focused on a place where hatred and bigotry run rampant: the Internet.  Leveraging the insight from the “Mere Exposure Effect” (a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them), we set out to make the Internet a more tolerant and “wholesome” place.

We created The Wholesome Button, an easy-to-add browser plug-in that allows users to replace negative images and headlines on any website with content celebrating love, heartwarming family connections and acceptance.  

The Wholesome Button received praise and recognition from many media outlets, including Adweek, The Atlantic, FastCompany's Co.Create, MediaPost and named Editor's Pick in Creativity Online.

The award-winning campaign has been honored with many accolades, including:


CLIENT    Mondelēz

AGENCY  Weber Shandwick with partner Driftlab

ROLE       Lead technologist

YEAR       2016