This tongue-in-cheek "admissions video" for Reese’s University (RU) shows the virtue of the peanut butter cup–part of a campaign created with an immersive brand world at its center replete with a website, a line of RU lifestyle wear and merchandise, and social postings encouraging prospective students to “find their passion” at RU.
Reese’s peanut butter and chocolate cup fans are invited to submit an application to join the “Fighting Cuppies” (and their larger college community, known as “Peanut Butter Nation”). RU enrollees will receive special communications, offers and experiences from the brand in the coming months.
Hank Perlman of Hungry Man directed this video–for two agencies, dentsu mcgarrybowen and Reese’s in-house shop, C-Sweet Studios–which introduces us to the way of life and higher pursuits at RU, a place where there’s no limit to what you can do with chocolate, with peanut butter, with life.
CreditsClient Hershey/Reese’s Agency C-Sweet Studios (Reese’s in-house agency) Agency dentsu mcgarrybowen Production Hungry Man Hank Perlman, director.
OMC, Director Andreas Nilsson Trade “Youth” For Skittles
Teaming with creative agency partner OMC, consisting of DDB Chicago and Critical Mass, Skittles rolled out a campaign to playfully spotlight what is often dubbed “Gen Z’s commitment paralysis” by asking them to commit to their love for the brand in the most extreme ways possible. Case in point is this spot titled “Youth,” directed by Andreas Nilsson of Biscuit Filmworks. The film introduces us to a grandson who willingly gives up his youth to his grandma in exchange for her delicious fruity Skittles. It’s a unique and twisted take on commitment that perfectly embodies the Skittles brand. Colin Selikow, chief creative officer, DDB Chicago, said, “We’re thrilled to create another iteration of our ‘Verb the Rainbow. Taste the Rainbow’ platform, bringing a new way to connect with Gen Z in the absurd fashion Skittles is famous for. Our latest film “Youth” brings a classic Skittles vibe to a new generation of fans, giving them the most nonsensical way to commit to the brand.” Read More