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AdWeek<br>Flavor Flav is Smartfood’s magical hype man in new campaign by D&G

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Campaign<br>Smartfood and D&G taps legendary hype man, Flavor Flav, as The Flavor Genie

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Contagious<br>David&Goliath founder looks back on 25 years of the agency's bravery

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To reposition Smartfood as "Flavor You Can Feel Good About," we turned to the one person who embodies flavor; who's synonymous with flavor because, well, his very name is Flavor: Flavor Flav.<br><br>
The legendary hype man had just gone viral for giving Billie Eilish a custom clock necklace at the Oscars, gained cachet on TikTok as a diehard Swiftie, and was gearing up to be omnipresent at the Summer Olympics in Paris.
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Flav was having a cultural resurgence, and we wanted in.

Smartfood The Flavor Genie

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<h4>We nurtured Flav's high energy and genuine enthusiasm for the brand into authentic advocacy as our 360 campaign's title character - The Flavor Genie, who appears every time a bag of Smartfood is opened to spread the magic of flavor.</h4>

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<h4>Our Flavor Genie campaign ensured maximum cultural impact for Smartfood, with:</h4><br><p>A PR stunt that peaked curiosity with leaked paparazzi photos of Flav out in public wearing the Pop Clock, which drew media attention and buzz from fans.<br><br>
Social-first content shared across Flavor Flav's TikTok, Instagram, and X, and Smartfood-owned channels (over 1.3M follower reach).<br><br>
Earned media attention with coverage in top, celebrity-focused pubs including People, Us Weekly, The Blast, featuring Flav expressing his genuine love for Smartfood - and even eating it at a New York Yankees game.</p>

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The Super Bowl has always been a coming-out party for new electric vehicles. So, to launch Kia’s most impressive vehicle to date, the EV9, we wanted to create something that felt just as special. Something that powerfully connects on an emotional level at every touch point. And lives up to the positioning – Electric like you’ve never seen. 

Kia EV9 Perfect 10

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<h4>Electric like you’ve never seen.</h4><br><br>
<p>Building on the momentum of the campaign’s powerful message, we created a TikTok integration that inspires fans to duet with the grandfather in the spot, using their own performance to earn a Perfect 10.<br><br>In addition to the TikTok duet, we turned smartphones into picturesque snow globes, using TikTok’s latest Shake Surprise feature.<br><br>We then showed the power of the EV9’s Onboard Power Generator with posts that light up your feed. Once again championing ‘electric like you’ve never seen.’</p>

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Child Rescue Coalition (CRC), one the world’s leading NGOs against child abuse, uses their online predator-identifying technology and turns child predators’ online behavior into chilling live confessions of their crimes to the authorities.

Turning Child Predators Into Their Own Whistleblowers.

CRC’s Confessions  of a Predator

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<h4>CRC’s Confessions of a Predator</h4><br>

<p>Child Rescue Coalition’s (CRC) technology pulls real-time data from child predators’ activities, down to the type of files shared, when and from where. “Confessions of a Predator” created a one-of-a-kind mailing intelligence system that turned predators’ online behavior into a live confession of their crimes. So, every time child sexual abuse files were shared online, it triggered an email from a predator containing real data leads to local lawmakers, urging them to equip their law enforcement with the tools to catch them. </p>

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Kia partnered with St. Jude Children's Hospital to create a first of its kind activation and took kids on a journey to the North Pole without ever leaving the hospital.

Kia: Holiday Joyride

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<h4>We gave the kids at St. Jude the trip of a lifetime.</h4><br>
<p>From inside an EV6, kids experienced a fully immersive Holiday Joyride that transported them through a light tunnel personalized with their names, a colorful forest filled with reindeer, owls, and even flying narwhals, then through the northern lights, all the way to the North Pole as the car tilted back and emulated flight.</p>

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To rebrand VIZIO, we started with a new tagline that reflects the company’s innovative, challenger spirit. But “Watch us” is more than just a line, it’s a brand ethos that signals more incredible things to come. We launched with a :60 commercial featured two very unlikely characters you just can’t help but watch.

VIZIO Watch Us

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<h4>Watch how the campaign came to life.</h4>

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A visit to the San Diego Zoo Safari Park is much more than a glimpse into the future of wildlife conservation. It’s an invitation to create one-of-a-kind connections with extraordinary species like black rhinos and sumatran tigers. Something that’s only possible eye to eye.

SDZ Safari Park: Eye to Eye

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<h3>From Eye to Eye</h3>
<p>To capture these authentic moments of connection, we crafted a narrative of conservation that unfolds within the eyes of wildlife and park visitors. One after another, expressions change, pupils dilate, and faces light up with wonder and excitement. </p>

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<center><h4>A series of eye-catching print ads used stills from the shoot with the line: <br>“The more you see them, the more you can’t see a world without them.” </h4></center>

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The seltzer category is built on bright and summery clichés. Our task was to craft a brand that translated the uniqueness of the product and its audience.

El Hempe. An Interesting Mix

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<h4>Building a Brand from the Can Up.</h4><br>
<p>El Hempe is a new terpene-infused, ready-to-drink, sparkling cocktail. It tastes like seltzer but smells like a bubbly bong. El Hempe is a poly-hyphenate drink for poly-hyphenate people. To launch it, we created branding that reflected its interesting mix. Instead of just one brand font, we used nine. Instead of perfect cans, we showed ours as imperfect as we all are. Instead of summary colors, we choose white and let the colors to our people.</p>

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Smartfood The Flavor Genie

News

ADWEEK
Flavor Flav is Smartfood’s magical hype man in new campaign by D&G

CAMPAIGN
Smartfood and D&G taps legendary hype man, Flavor Flav, as The Flavor Genie

CONTAGIOUS
David&Goliath founder looks back on 25 years of the agency's bravery

Flavor you can feel good about

Smartfood The Flavor Genie

Kia EV9 Perfect 10

Kia EV9 Perfect 10

Turning Child Predators Into Their Own Whistleblowers.

CRC’s Confessions of a Predator

Kia: Holiday Joyride

Kia: Holiday Joyride

VIZIO Watch Us

VIZIO Watch Us

SDZ Safari Park: Eye to Eye

SDZ Safari Park: Eye to Eye

BUILDING A BRAND FROM THE CAN UP.

El Hempe. An Interesting Mix

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Brooklyn

Get In Touch

Get In Touch

Home

Work

About

News

Jobs

Brave Together

D&G BKNY

Whenbrave heartsare alignedno challengeis too great andno questionis unanswerable.

Smartfood The Flavor Genie

News

ADWEEKFlavor Flav is Smartfood’s magical hype man in new campaign by D&G

CAMPAIGNSmartfood and D&G taps legendary hype man, Flavor Flav, as The Flavor Genie

CONTAGIOUSDavid&Goliath founder looks back on 25 years of the agency's bravery

Flavor you can feel good about

Smartfood The Flavor Genie

Kia EV9 Perfect 10

Kia EV9 Perfect 10

Turning Child Predators Into Their Own Whistleblowers.

CRC’s Confessions of a Predator

Kia: Holiday Joyride

Kia: Holiday Joyride

VIZIO Watch Us

VIZIO Watch Us

SDZ Safari Park: Eye to Eye

SDZ Safari Park: Eye to Eye

BUILDING A BRAND FROM THE CAN UP.

El Hempe. An Interesting Mix

Whenbrave heartsare aligned
no challengeis too great and
no questionis unanswerable.

ADWEEK
Flavor Flav is Smartfood’s magical hype man in new campaign by D&G

CAMPAIGN
Smartfood and D&G taps legendary hype man, Flavor Flav, as The Flavor Genie

CONTAGIOUS
David&Goliath founder looks back on 25 years of the agency's bravery