07 / CAMPAIGN
Fresh Sends × Xbox — Touch Grass
Guys show each other love every night. It just sounds like “GG.”
Guys show each other love every night. It just sounds like “GG.”
Client
Fresh Sends × Xbox
Campaign
Touch Grass
Program
Book180
Team
Dev Patel
Annika Johnson, Art Director
Ericsson Moncree, Copywriter
Nobody likes being told they’re doing it wrong, and most guys think flowers are for anniversaries and apologies. But half of men in the U.S. play video games, and for a lot of them that’s where they bond, trash-talk and show up for each other. Flowers are just a way to say you appreciate someone. Guys already do that every night.
Nobody likes being told they’re doing it wrong, and most guys think flowers are for anniversaries and apologies. But half of men in the U.S. play video games, and for a lot of them that’s where they bond, trash-talk and show up for each other. Flowers are just a way to say you appreciate someone. Guys already do that every night.
Sending flowers is just another way to bond.
Sending flowers is just another way to bond.
So Fresh Sends teamed up with Xbox to put flowers where the friendships already live.
So Fresh Sends teamed up with Xbox to put flowers where the friendships already live.
01 — The box
Even better. Touch flowers.
Even better. Touch flowers.
Send just a bouquet. Or, even better, send the whole box: a Fresh Sends bouquet, The Sweaty Hand Cream and a controller of your own, packed under a lid made of grass.
Send just a bouquet. Or, even better, send the whole box: a Fresh Sends bouquet, The Sweaty Hand Cream and a controller of your own, packed under a lid made of grass.
The controller vase
Flowers for the setup.
Flowers for the setup.
Sometimes guys want their space to look beautiful and put together, they just don’t know how to get there. So we made decor even a gamer could understand: an Xbox controller, reimagined as a vase.
Sometimes guys want their space to look beautiful and put together, they just don’t know how to get there. So we made decor even a gamer could understand: an Xbox controller, reimagined as a vase.
The Sweaty Hand Cream
Show love to a sweat.
Show love to a sweat.
For clammy palms, controller grip and clutch moments.
For clammy palms, controller grip and clutch moments.
02 — Where gamers already are
A server, a subreddit and a reason to post.
A server, a subreddit and a reason to post.
Fresh Sends shows up on Discord and Reddit with channels like #touch-grass and #show-us-your-flowers, plus a standing prompt: appreciate a gamer, tell us who and why. The best homies and the best stories get a box sent their way.
Fresh Sends shows up on Discord and Reddit with channels like #touch-grass and #show-us-your-flowers, plus a standing prompt: appreciate a gamer, tell us who and why. The best homies and the best stories get a box sent their way.
03 — Activation
The Touch Grass LAN Party.
The Touch Grass LAN Party.
It starts with a run of teaser posts from a field of wildflowers. Tap them to see the shots up close.
It starts with a run of teaser posts from a field of wildflowers. Tap them to see the shots up close.
The main event
A LAN party in a wildflower field.
A LAN party in a wildflower field.
The streamers behind the collab (Kai Cenat, IShowSpeed, Agent00, Duke Dennis, ImDavisss, Fanum, Mark Phillips and xQc) link up with their communities at an outdoor LAN party, streamed live on Twitch. Gamers, literally touching grass.
The streamers behind the collab (Kai Cenat, IShowSpeed, Agent00, Duke Dennis, ImDavisss, Fanum, Mark Phillips and xQc) link up with their communities at an outdoor LAN party, streamed live on Twitch. Gamers, literally touching grass.
04 — Social
Give the friend who carries you their flowers.
Give the friend who carries you their flowers.
A choose-your-character reel for Instagram and TikTok. Swipe through the roster, pick a bouquet and send it to the teammate who’s been carrying you.
A choose-your-character reel for Instagram and TikTok. Swipe through the roster, pick a bouquet and send it to the teammate who’s been carrying you.
Touch Grass
Touch Grass
A Book180 campaign for Fresh Sends × Xbox.
A Book180 campaign for Fresh Sends × Xbox.
Team
Dev Patel
Annika Johnson, Art Director
Ericsson Moncree, Copywriter