The craveability of a Reese’s Peanut Butter Cup is undeniable. The mere thought of having to wait to sink your teeth into the delicious chocolate and peanut butter goodness is a burden nobody should have to face. The reality is that we live in a time where we expect instant gratification. Seemingly, everything is a keystroke away. So, my team leaned into this behavior and created a ‘product’, rooted in plausibility, that would deliver Reese’s Peanut Butter Cups with the wave of a hand. So was born the ‘Instadropper.’ The campaign was met with rave reviews and garnered 4.8M views, generated over 5,000 phone calls to our 1-833 number (that’s right, it’s a real number you can call), and it had a 61% video completion rate. For ad recall and consideration it had a 7.6% and 4.2% headroom lift, respectfully. These lifts were considered “Best in Class” from Google Benchmarks. So order yours today!… Now!

My Role: Concept & Art Direction