Project Overview
In 2014, Chips Ahoy and Cadbury teamed up for a high-profile collaborative campaign, uniting two iconic snack brands. While the centerpiece of the launch was a television commercial featuring Cadbury’s legendary drumming Gorilla, my role was to bring the campaign to life across social media through a series of playful and engaging social ads.
My Role
As the lead designer and creative on the social campaign, I was tasked with developing a visual language and narrative that extended the main campaign’s humor and charm onto digital platforms. The goal was to give Chips Ahoy’s cookie character—affectionately known as “Chips”—a cheeky, scene-stealing personality that could hold its own against the beloved Cadbury Gorilla.
The Challenge
The brief was clear: make “Chips” the star of the show in every piece of content. While the Gorilla brought familiarity and nostalgia, “Chips” was the new kid on the block—full of energy, fun, and mischief. The challenge lay in balancing both characters while ensuring the cookie character’s quirky, lovable traits shone through in quick, punchy visual storytelling.
Creative Approach
I focused on:
Character-led storytelling: Building short, humorous visual narratives where “Chips” continually found ways to upstage or interrupt the Gorilla in lighthearted ways.
Brand consistency: Aligning with the existing tone of voice from both brands, while introducing a fresh personality dynamic.
Platform-specific formats: Designing content optimized for platforms like Facebook and Twitter, ensuring immediate impact and shareability.
Execution
The final social ad series featured a variety of formats—from animated GIFs to illustrated stills—where “Chips” was always playfully in motion: jumping into the frame, banging on the drums, or cheekily mimicking the Gorilla. The tone was fun, irreverent, and unexpected, matching the campaign’s broader themes while adding a new layer of charm.
Results & Impact
The social campaign successfully extended the reach and narrative of the main TV spot, helping to boost awareness and engagement during the launch period. “Chips” emerged as a fan favorite across social platforms, with strong positive sentiment and interaction rates—proof that a well-crafted character can drive meaningful engagement even in crowded digital spaces.
ClientHill & KnowltonServicesArt Direction & Design
