UM, in partnership with MBCS, and General Mills Canada tap into Gen Z’s passion for self-expression with the brand’s latest Reese’s Puffs campaign, “Feed Your Creativity.” The campaign features three emerging artists who reimagine Reese’s Puffs in their unique mediums. Fashion designer Nandni upcycled items to create a streetwear line inspired by the cereal’s iconic branding, while music producer 4Sante gave the classic “Eat Em Up” jingle an electric, dance-worthy remix. Rounding out the trio, graphic artist Arlin transformed a Toronto streetcar into a moving Reese’s Puffs masterpiece, wrapped top to bottom, inside and out.
The campaign launched on key platforms like TikTok and Snapchat with behind-the-scenes social cuts documenting the artists’ journey. The media strategy was led by UM Canada, while MBCS handled creative development, directing and producing the content. View the creative here and click here to read more.