When tasked with developing a Reese’s fall football promotion, my team and I wanted to develop a more meaningful relationship between Reese’s and college athletics. Lots of brands have a very clear connection to the game (like Nike or Gatorade that are in on the action, or beer brands because they're associated with watching the sport). But the reality is that Reese’s role is not as well defined. Great creative comes from an honesty that consumers immediately recognize. We found our truth in the parallel between the passion, enthusiasm and love that people have for their college and the love they have for the Reese’s brand. We wanted to engage with them in a new and different way than traditional campaigns and loyalty programs - and so RU was born. The only question left is: Are you RU?

My Role: Concept, Art Direction, Web Design, Swag Design, Social & Web Development