Morning people are a special breed. Up early, approaching the day with intention and positivity, these are our people, as 80% of AG1 customers drink the product first thing in the morning. Some are up so early, they’re greeted not only by the sunrise, but the moon beforehand.
To tell the story of our morning people and emotionally connect with our audience, AG1 reimagined the iconic bedtime story “Goodnight, Moon” as “Good Morning, Moon,” an anthem and tribute to sacred morning rituals and the morning people who use them to make the most of every day.
Originally published in 1957, the highly-acclaimed children’s bedtime story “Goodnight, Moon” by Margaret Wise Brown centers around the bedtime ritual of a young bunny saying, “Goodnight” to various inanimate objects around their bedroom.
We woke up the classic bedtime story by bringing it to the places where active morning people who are up and out early enough to greet the moon first start their day. Instead of saying goodnight to clocks and socks or bears and chairs, the films feature real AG1 drinkers and their authentic morning routines– climbing mountaintops to greet fresh powder and alpenglow, paddling toward first waves at first light, waking up their kids, and soaring through the air at sunrise.
The films are a love story to early risers who are up and out before dawn, people who love and embrace the magic of pre-dawn light and the transformative power a daily morning ritual can have on the entire day.
Research has shown that AG1’s formula is most effective when taken first thing in the morning. Starting the day with AG1 ensures people get the valuable nutrients they need to stay supported all day long. And 80% of AG1 drinkers do so first thing in the morning, many of them taking a moment of solace as they watch the sun rise. For this reason, mornings and morning routines have always been central to AG1’s brand ethos.
To bring “Good Morning, Moon” to life, AG1 went straight to the source– our community of AG1 Morning People. Insights from these real AG1 drinkers and their morning routines directly inspired the script and scenes in the films. Every individual featured met our most uncompromising prerequisite–they were AG1 users before they were partners.
This work builds on AG1’s story, bringing its community stories to the forefront of the brand and representing the next chapter in AG1’s brand strategy. These stories are what inspire the team, and what validate the work they do to make AG1 the best in the market.
In partnership with Harper Collins and the Margaret Wise Brown estate, the AG1 team rewrote the beloved story, “Goodnight Moon,” crafting new scenes and lines inspired by the authentic morning routines of 28 real AG1 drinkers.
Each scene and its accompanying verse was inspired by a real AG1 drinker’s morning routine– from amateur cyclists, casual run and hike clubs, and parents to bigger names like tennis champion Sloane Stephens, world famous backcountry skier Christina Lustenberger, PGA winning golfer Cam Smith, and the first double-amputee to climb Mount Everest, Hari Budha Magar. Scenes were filmed in 14 different locations all over the world– from Los Angeles, California and Mexico City, Mexico to London, England, Gold Coast, Australia, Palau, Indonesia, and Mt. Robson British Columbia. The films were narrated by long time AG1 drinker, authentic morning person, and award winning producer Rick Rubin.
AG1 carefully reworked original verses from the book to honor early risers while staying true to the timeless rhythm of the original. The narration in the main anthem film included a combination of slightly modified lines from the original text (changing “Goodnight” to “Good morning”) and entirely new verses that were crafted to follow the same rhyme scheme and cadence of the original story. This carefully considered combination of old and new was designed to give the narration a motivational spirit fit for morning while harkening back to the nostalgia of the beloved classic.
The team also created shorter, original film variations focused on a specific segment of our core audience– from early morning adventurers and endurance athletes to first light surfers, golfers, rugby players and parents. Each shorter film was its own original standalone edit and story with an entirely new original set of rhymes inspired by morning insights specific to that particular audience.
Research has shown that AG1’s formula is most effective when taken first thing in the morning. Starting the day with AG1 ensures people get the valuable nutrients they need to stay supported all day long. And 80% of AG1 drinkers do so first thing in the morning, many of them taking a moment of solace as they watch the sun rise. For this reason, mornings and morning routines have always been central to AG1’s brand ethos.
To bring “Good Morning, Moon” to life, AG1 went straight to the source– our community of AG1 Morning People. Insights from these real AG1 drinkers and their morning routines directly inspired the script and scenes in the films. Every individual featured met our most uncompromising prerequisite–they were AG1 users before they were partners.
This work builds on AG1’s story, bringing its community stories to the forefront of the brand and representing the next chapter in AG1’s brand strategy. These stories are what inspire the team, and what validate the work they do to make AG1 the best in the market.
In partnership with Harper Collins and the Margaret Wise Brown estate, the AG1 team rewrote the beloved story, “Goodnight Moon,” crafting new scenes and lines inspired by the authentic morning routines of 28 real AG1 drinkers.
Each scene and its accompanying verse was inspired by a real AG1 drinker’s morning routine– from amateur cyclists, casual run and hike clubs, and parents to bigger names like tennis champion Sloane Stephens, world famous backcountry skier Christina Lustenberger, PGA winning golfer Cam Smith, and the first double-amputee to climb Mount Everest, Hari Budha Magar. Scenes were filmed in 14 different locations all over the world– from Los Angeles, California and Mexico City, Mexico to London, England, Gold Coast, Australia, Palau, Indonesia, and Mt. Robson British Columbia. The films were narrated by long time AG1 drinker, authentic morning person, and award winning producer Rick Rubin.
AG1 carefully reworked original verses from the book to honor early risers while staying true to the timeless rhythm of the original. The narration in the main anthem film included a combination of slightly modified lines from the original text (changing “Goodnight” to “Good morning”) and entirely new verses that were crafted to follow the same rhyme scheme and cadence of the original story. This carefully considered combination of old and new was designed to give the narration a motivational spirit fit for morning while harkening back to the nostalgia of the beloved classic.
The team also created shorter, original film variations focused on a specific segment of our core audience– from early morning adventurers and endurance athletes to first light surfers, golfers, rugby players and parents. Each shorter film was its own original standalone edit and story with an entirely new original set of rhymes inspired by morning insights specific to that particular audience.
