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Observation: people who have passed the arbitrary threshold into adult life avoid candy consumption because it's not very grown up.

Insight: Most young adults feel like imposters in the grown up world--big kids trying to blend in with the adults.

Big Idea: Let them know it's normal to feel like you don't have it all figured out yet.

Tagline: Definitely maybe all grown up.

:30 Video

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:30 Radio

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Posters

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Copy and Video: Me

Art Direction: Brigitte McDonald