CAVA positions itself as a brand that’s healthy, socially conscious, and exotic, so I developed and directed the “Adventure Locally” campaign, which offered the audience an opportunity to explore not just their city, but the flavors of the Mediterranean. Using the commonly understood visual of a map pin, but replacing the dot in the pin with a CAVA bowl, the campaign offered a chance for the audience to leave the beaten path. Through participating in local events and extensions to pair activities with CAVA bowls, such as CAVA Island, which rewarded visitors willing to swim, kayak, or otherwise get to the floating restaurant and a local geocaching adventure.

The campaign also featured a roadshow event called the CAVATHON, meant to exercise your mind, body, and spirit, complete with a celebrity appearance. Being an urban college town, the Austin audience is physically and mentally active and was ready to embrace the adventure.