Molly Prunka
Associate Creative Director
Jif vs. Gif
GIPHY Partnership
In 2020, we hijacked a debate that was raging for nearly a decade: is it pronounced Jif or Gif? Hard G or soft G? It seemed as though everyone had picked a side. The inventor of the GIF file format, Steve Wilhite, said it was a soft G. President Obama was team hard G. But what about Jif, where did we stand? Simple: there are billions of GIFs (with a hard G) but only one Jif (with a soft G). Together, with GIPHY, the world’s largest GIF platform and fellow hard G’ers, we launched #JifvsGIF, taking on the inventor of the GIF, professional linguists, and millions of keyboard warriors worldwide who had been calling the graphic interchange format the same name as our beloved peanut butter. Did we change all of their minds? Nope. But we sold a ton of Jif, and successfully branded the debate.
AWARDS:
2021 Andy Awards - Idea - Gold
2021 One Show - Integrated - Silver
2021 One Show - PR - Merit
2021 One Show - Social Media - Merit
2021 One Show - Effectiveness - Merit
2021 D&AD - Integrated - Wood Pencil
2021 D&AD - PR - Shortlist
2021 Cannes PR Lions - Shortlist
2021 Cannes Activation Lions - Shortlist
2021 Cannes Social & Influencer Lions - Shortlist
2021 Cannes Direct Lions - Shortlist
Jump n' Jif
Activision/Blizzard Partnership
“Time your jumps on the Jif Squeeze to make sure you only top the snacks with delicious peanut butter!”
We created and designed a game for Jif in partnership with Activision to promote the new Jif Squeeze. Our player controls a character who jumps on a giant Jif Squeeze pouch on its side. Each time the player taps to make the character jump, the Jif squeezes onto items moving along a colorful conveyer belt.
- Good items include snacks like crackers, celery, and brownies.
- Items to avoid include bad items like bugs, kittens, and shoes.