London International Awards
2022 Winners and Finalists
Regional Post-Production Company of the Year: North America
Company 3
Silver
Branded Entertainment
Entertainment - Audio
Entrant: | PSOne, New York |
Brand: | Jif |
Title: | "Lil Jif Project" |
Corporate Name of Sponsoring Client: | The J.M. Smucker Company |
Chief Marketing Officer: | Geoff Tanner |
Senior Brand Managers: | Tim Shannon/Rebecca Scheidler |
Client Account Directors: | Jennifer Polkinghorne/Lynne Schroeder/Meghan Olmstead |
Client Supervisors: | Hilary Ayers-Kurtz/Ryan Morand/Allison Wagner |
Media Company: | PSOne, New York |
General Manager - Media Company: | Colleen Hotchkiss |
Media Planner: | Nicole Guadagno |
PR Company: | PSOne, New York |
PR Company Account Manager: | Patricia Hallock |
PR Company Account Executive: | Laurie Shulman Derousseau |
PR Company Communications Director: | Alan Danzis |
PR Consultant: | Salama Warner |
Talent Agency: | BCL Entertainment, New York |
Agency: | PSOne, New York |
Agency President: | Gail Hollander |
Chief Creative Officer: | Erica Roberts |
Group Creative Directors: | Peter Defries/Alan Wilson |
Associate Creative Director: | Dave Gordon |
Senior Copywriter: | Judd Wachstein |
Copywriter: | Josh Clayton |
Senior Art Director: | Jessica Larkin |
Art Director: | Mollie Coyne |
Graphic Designers: | Spencer Chan/Zachary Callopy/Connor Fitzgerald |
Agency Head of Production: | Tim LeGallo |
Executive Agency Producer: | Lauren Schneidmuller |
Agency Producer: | Dorina Sharara |
Agency Social Media Strategist: | Tristen Sechi |
Agency Project Managers: | Alex Orson/Ariel Wakasa-Gonzalez |
Agency Brand Strategist: | Allie O’Shea |
Agency Strategy Director: | Jennifer Baldwin |
Agency Business Director: | Deanna Gattie |
Agency Account Supervisor: | Nia Bolling |
Agency Group Account Director: | Yuri Lee |
Agency Account Director: | Erika Maddrey |
Production Company: | Radical Media, Los Angeles |
Director: | Dave Meyers |
Executive Producers: | Jim Bouvet/Gregg Carlesimo |
Producer: | Lisa Brugliera |
Post-Production Company: | JAMM, Los Angeles |
Executive Post-Producer: | Asher Edwards |
Post-Producer: | Justine Pregler |
VFX Company: | JAMM, Los Angeles |
VFX Supervisors: | Jake Montgomery/Patrick Munoz/Rob Rhodes |
Flame Artists: | Adrien Servadio/Graziella Gandolfi/Louis Mackall |
CG Supervisors: | Zak Dimaria/Connie Ho/Brian Burke/Ben Martin |
Animation Company: | Motif Studios, Cape Town |
Animator: | Craig Parker |
Animation Producer: | Jacques Bock |
Edit Facility: | Exile, New York |
Editor: | Nick Gilberg |
Assistant Editor: | Shane Van |
Editorial Producers: | Sasha Hirschfeld/Evyn Bruce/Julie Zivic |
Color Company: | Company 3, Los Angeles |
Colorist: | Stefan Sonnenfeld |
Sound Design Company: | Super Exploder, New York |
Sound Design Producer: | Meredith Nazzaro |
Sound Designer: | Jody Nazzaro |
Description:
So, we thought: What if Jif, America’s biggest peanut butter brand, could unite both old and new rap generations? So we then enlisted one of the greatest lyrical rappers, Ludacris, and paired him with Gunna, one of today’s hottest rappers, bringing the two sides together. And with that The Lil Jif Project was born.
To kick of the campaign, Ludacris released the single that features on the film “Butter.Atl,” an original track that completely switched up Ludacris’s famous style.
Rather than rap with his usual articulation, he created a track with mumbled vocal delivery and autotuned hooks over a trap beat — a true departure from his old-school roots
Speculation around his new sound grew until it was revealed through the film “The Return” that Ludacris's new flow was inspired by a spoonful of Jif Peanut Butter. To top it off, Gunna gives it his stamp of approval as we witness Ludacris’s epic rise into mumble rap stardom. Fans from both sides came together, praising the song, film, and the bold idea itself.
But we didn’t stop there. Ludacris then kicked off the #JifRapChallenge, inviting TikTokers to duet with him on Butter.Atl with a mouthful of Jif peanut butter.
Amateur rappers around the world were quick to respond. But not just rappers – teens, moms, radio stations and even animals took up the challenge. And just like Jif itself, people couldn’t get enough of the different peanut butter sounds with TikTok calling the #JifRapChallenge one of the biggest culture drivers in 2021.