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Keep On Sucking • 2018
Group Creative Director, Anomaly

I inherited this amazing campaign when I joined the Hershey team in 2017. That year the brand made a commitment to take all investment off of broadcast and focus on social media. We used that as momentum to explore and push the new features of Instagram as they came out. Like a weekly poll called “What Sucks More?" and releasing Giphy Stickers of our characters – the first brand to do so, and an act that cost zero dollars for millions of impressions.

Visit @jollyrancher on Instagram to check it out.