#jifvsgif
2020 / Experiential Campaign + Stunt
client: JIF Peanut Butter
agency: Publicis NY
partnership: GIPHY.com
Senior Designer Experiential Campaign Design Lead
Major Contributions: Collector Jar Design, Influencer Packaging, Production Oversight, Campaign Identity, Swag - ‘Splade’ Concept, 3D modeling and production, Motion Design.
In 2020, Jif Peanut Butter Did The Impossible. They took on the creator of GIF, the dictionary, professional linguists, and millions of keyboard warriors to finally settle a debate that had been raging for decades - the pronunciation of GIF. Hard G or Soft G? ‘Gif’ or ‘Jif’? But with a task this big, we needed backup.
Enter the world’s #1 GIF platform, GIPHY. With them by our sides, we reignited the debate worldwide, whipped social and mainstream media into a frenzy and got millions of people to agree: There are over 5 billion GIFs in the world but only one Jif.
Creative Direction: Peter Defries & Alan Wilson
ECD: Erica Roberts
Web Design: Guillermo Echevarria
Awards
D&AD Awards 2021 - Wood Pencil - Integrated
The One Show 2021 - Silver - Integrated + 3 merits.
Webby Winner 2021 - Advertising, Media & PR - Food & Beverage
Cannes Lion Shortlist 2021 - Food & Beverage
Andy Awards 2021- Idea Gold
Sabre Awards 2021 Best Meme/Viral Campaign
ANA Reggie Awards 2021 REGGIE Award winner
CampaignLive Ad of the week Feb 26, 2020
Watch the #JIFVSGIF case study here^^
Steve Wilhite, creator of the Graphics Interchange Format, or GIF.
GIPHY.com Collaboration
Branded #JIFVSGIF content, giving the audience tools to voice their own stance on which side of the debate they’re on. Hard G? OR Soft G?
