Pip & Nut

Pip & Nut's first big campaign turned its most obsessive fans into its stars. We took real social posts from real customers and gave them a face, casting squirrels, the animal the brand is built around, as its most devoted super-fans. And these were real squirrels. We found a man with an outdoor studio in the Swedish woods who photographs them, so every squirrel you see is the genuine article, no CGI. The bold type treatment made such an impact it was rolled out across the entire packaging range, and it's still there today.