Justin’s Nut Butter:

I Packed You A Snack

Agency: Madwell
Role: Senior Art Director

Justin is a really good guy. And he wants to make sure the people around him that need a snack have one whenever they need it, wherever they are. Which is why he created his Snack Packs. Perfectly portable, delicious combinations of nut butters, pretzels and banana chips.

To help get the word out, we unleashed Justin in his business suit (a blazer over a denim shirt) onto the streets of New York with a duffel full of Snack Packs. His mission: deliver a tasty break to surly locals and exhausted tourists in the hopes of making their day a bit better. About 75% of people were stoked with their treats, which is about 50% better than I was expecting.

The footage was cut into various videos that anchored a larger digital campaign around the snack packs.