Breathe Better MN
Agency // FLM+
Copywriter // Steve Aldrich
Art Director // Melanie Stovall
Minnesota Soy partnered with Metro Transit to promote biodiesel at a St. Paul Saints game. Our task was to get people to engage with the Minnesota Soybean Association on social media and generate environmentally friendly ways to educate fans on biodiesel. Rather than designing brochures that could potentially be thrown away at the event, we printed our message on T-shirts to create a reusable item that aligns with Minnesota Soybean’s values in sustainability. Attendees were encouraged to post on Instagram and Twitter using #breathebettermn to receive their free T-shirt. Two cow mascots roamed the stands with our freebies, and between innings, they led a biodiesel-themed race around the filed. People learned the differences between soy and corn-based biodiesel, the decrease in CO2 emissions and the number of jobs supported by biodiesel in Minnesota.