Brand — CPG

I Can't Believe It's Not Butter

GIPHY activation day — paid media art direction

Art directed a GIPHY brand activation day for I Can't Believe It's Not Butter: 20 animated GIFs and stickers on a “Butter is CANCELED” premise, promoted through paid media.

GIPHY

Platform

Paid

Media Strategy

1 Day

Activation

Client

ICBINB

Agency

GLOW

Role

Art Director Motion Graphics

Timeline

2020

The Ask

Butter is CANCELED. Create a full day of shareable GIPHY content for I Can’t Believe It’s Not Butter, with a paid media push behind it.

The Solve

Designed and animated a set of 20 branded GIFs and stickers for GIPHY, irreverent and built to share across Instagram Stories, iMessage, and other social platforms. Paid media drove reach on activation day.

GIPHYInstagramFacebook

Brand Activation

GIPHY Day

Two paid promo cuts drove people to the pack — a screen-record demo of the stickers live on GIPHY, and a confetti-fueled 'Celebrate ICBINB Day' launch spot.