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Info
June 2024 - 4 weeks
Jimmy Dean
Created a campaign for Griddle cakes through a brand refresh and restructure took Jimmy Dean from a responsible morning choice for a positive day to
a spontaneous indulgence to have on hand at any time.
Role
Art DirectorNote
Spec work during my internship at Ogilvy
The Ask
The Problem
Why?
The current tone of unbridled optimism doesn’t land with Gen Z.Strategy
Transforming Griddle cakes into a
spontaneous indulgency to have at
any time. The venn diagram shows the
pillar on which this strategy is built on.
The BIG Idea
Jimmy Dean will refresh the Sun and Moon mascots
with a distinctly Gen Z perspective while retaining the
signature optimism of Jimmy Dean.
The mascots’ banter will entertain audiences and promote
anytime indulgence by personifying the generations dichotomies.
Maple Griddle Cake or Blueberry Griddle Cake?
with a distinctly Gen Z perspective while retaining the
signature optimism of Jimmy Dean.
The mascots’ banter will entertain audiences and promote
anytime indulgence by personifying the generations dichotomies.
This or That? Sweet or Savoury?
Night Owl or Early Bird? Sun or Moon?Maple Griddle Cake or Blueberry Griddle Cake?
Back in the 2000’s
Sun was beloved by fans, but was
not well recognized as as Jimmy Dean.
While Moon and Cloud were seen as flawed
characters waiting to be “fixed” by Sun's optimism.
Sun was beloved by fans, but was
not well recognized as as Jimmy Dean.
While Moon and Cloud were seen as flawed
characters waiting to be “fixed” by Sun's optimism.
Now in 2024!
Sun and Moon are shown as siblings
that are not perfect, and they don’t want to be,
showing all sides to them
We will link the visual to the brand identity, and
will have stronger ties to the product. Social media
is more interactive than TV.
Sun and Moon are shown as siblings
that are not perfect, and they don’t want to be,
showing all sides to them
We will link the visual to the brand identity, and
will have stronger ties to the product. Social media
is more interactive than TV.
Social Presence
Platforms like Tik Tok would amplify the
Sun and Moon Persona’s, giving them a
platform to entertain and become the
peoples mascot. Sun retains the voice of a
refreshed Jimmy Dean while Moon has
a challenger brand voice.
The storyboard below breaks down how
these mascots are refreshed and strategy
used to entertain audiences.
Platforms like Tik Tok would amplify the
Sun and Moon Persona’s, giving them a
platform to entertain and become the
peoples mascot. Sun retains the voice of a
refreshed Jimmy Dean while Moon has
a challenger brand voice.
The storyboard below breaks down how
these mascots are refreshed and strategy
used to entertain audiences.
Tone of Voice
Expanding Sun and Moon’s social presence
to X would establish their sibling like dynamic.
Sun retains the voice of a refreshed Jimmy Dean
while Moon has a challenger brand voice.
Expanding Sun and Moon’s social presence
to X would establish their sibling like dynamic.
Sun retains the voice of a refreshed Jimmy Dean
while Moon has a challenger brand voice.
Team Recruiting Kits:
Tap into influencers that match personas
with Sun and Moon to extend our audience
24 Hour Griddle Cake Cart Activation
Sun and Moon would come out to greet Early
Birds and Night crawlers at 12am or 12pm to give
them a hearty meal whether they are going to
class or coming back from the club
Sun and Moon would come out to greet Early
Birds and Night crawlers at 12am or 12pm to give
them a hearty meal whether they are going to
class or coming back from the club
Awards:
Runner Up!
Amongst 9 teams across the US
Runner Up!
Amongst 9 teams across the US
Team
Art Director: Krithi Nalla
Copywriter: Grant Davis
Designer: Reina Kitamura
Strategist: Beatričė Naujalytė
Product Manager: Mikayla Browm
Producer: Cameron Foster