Square Jaw Creative

TV, OOH POSTERS, CUSTOM BUILDS, BUS WRAP-AROUND and EXPERIENTIAL

Who could believe a piece of toast could fly? Philadelphia needed a campaign to follow on from the “heavenly” strategy. They ultimately needed to position the product as something that could also be used for breakfast. So my campaign idea and creative hook was to encourage the audience to elevate their breakfast to a more heavenly state of being. This allowed for a positive recall to the previous campaign work for Philadelphia, while paving a nice evolution and connection to the breakfast strategy. The resulting work proved highly effective, while also significantly extending the air miles of pieces of toast throughout the UK (one of which would even become a gigantic hot air balloon during an experiential event).

Copywriter & Art Director.