Wonderful Pistachios Owning Advertising's Biggest Stage
SUPER BOWL · INTEGRATED CAMPAIGN · CREATIVE LEADERSHIP Challenge Keep an established snack brand culturally relevant during advertising's most competitive moment—and create a Super Bowl idea capable of generating attention beyond the :30 spot itself. Role Creative leadership and art direction across broadcast, digital, promotion, experiential and out-of-home. Idea Turn Stephen Colbert's participation into an event rather than simply a celebrity endorsement. The campaign played off Colbert's outsized persona and the brand's irreverent Get Crackin' voice to make the advertising itself part of the spectacle. Leadership & Scope Helped shape and extend the creative idea across multiple consumer touchpoints, maintaining one campaign idea from national broadcast through promotional and large-scale out-of-home executions. Execution A comprehensive 4-spot campaign including a Super Bowl spot, a consumer sweepstakes, subsequent short-form broadcast creative and a Times Square spectacular. Scale A nationally visible integrated campaign launched on one of advertising's highest-profile stages and extended beyond broadcast into consumer participation and one of the world's most prominent out-of-home locations.