London International Awards
2022 Winners and Finalists
Regional Post-Production Company of the Year: North America
Company 3
Silver
Integration
Foods
Entrant: | PSOne, New York |
Brand: | Jif |
Title: | "Lil Jif Project" |
Corporate Name of Client: | The J.M. Smucker Company |
Chief Marketing Officer: | Geoff Tanner |
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 |
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 |
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 |
Animation Producer: | Jacques Bock |
Animator: | Craig Parker |
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:
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. The project started with the release of an original rap track recorded with unclear (mumbled) vocal delivery by Ludacris, a stark contrast to his usual lyrical-rap style. We then partnered with legendary jeweler to today’s hottest rap stars, Icebox, to create a 37 carat Jif jar pendant that Ludacris teased on the iconic, The Breakfast Club radio show.
It was then 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, one of the hottest rappers of today, 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. We wanted the fans to get involved and create with the #JifRapChallenge on TikTok. And everyone got involved, not just rappers – teens, moms, radio stations and even animals took up the challenge. And just like the peanut butter itself, people couldn’t get enough of it, with TikTok calling the #JifRapChallenge one of the biggest culture drivers in 2021.