A Better Way to Treat Your Meat
project: Advertising, Experience Design, Social
role: Creative Direction, Design, Illustration, Photography
The digital landscape is dirty. Guerilla warfare. Anything goes. Marketers don’t just compete against other agencies anymore. We compete against kids with smartphones who can repurpose a meme faster than they can swipe right. So, when The Shizzle approached us with a seemingly simple task – build brand awareness for their Jamaican jerk sauce – we had to figure out a way to stand out.
A BETTER WAY TO TREAT YOUR MEAT
Like Lil Wayne circa 2008, we let the beat build. We took The Shizzle’ s logo – a fun, vintage-style illustration – and built on top of it with Monty Python inspired imagery. Chickens with arms. Pigs with wings. Hot bull moms. We wanted something that stood out because it was from a different age, memorable because it was slightly off-kilter, and pleasant because it didn’t take itself seriously.
DESPERATE TIMES CALL FOR IRREVERENT MEASURES
It was obvious what the copy play should be. It had to be bold, which was scary, but that’s exactly what the brand needed. So, we jerked it. And we smoked it. Multiple times we asked ourselves, “can we say that?” Then we said it. We knew people if we were asking that question, people would ask the same question.
OFF KILTER AND ON TARGET
Once we created the assets, we released them into the wild like buckshot. We took out full-page ads in USA Today in the Atlanta and Miami markets. We targeted people on social media.