SOCIAL ain’t just sharing anymore—it’s become a language all of its own. A culture. Of candied gratification where everything is shorthand. A colorful cerebral jelly made of emojis, gifs, and memes. It’s a whole new dimention. Tickling our senses. Licking our brains. It’s not just social. It’s SOCIALICIOUS.

In a category of sameness, we were looking to make the brand stand out by positioning Cricket as THE platform for sharing. By ‘owning’ social. We made a broadcast-first campaign made entirely from crowdsourced social assets. Embracing the medium of which social is actually made of, and using it in a medium it wasn’t made for. Gifs, memes, and emojis used in their natural low-fi glory, and placed over cutting edge musical mash-ups/tracks, we celebrated the rawness—polish was the enemy.

**Not all of these ran. Props and credit to the individual artists out there that made all these amazing visuals. Check em on GIPHY.

My Role: Creative Director,
AD, Writer, Design
Agency: ARGONAUT
CD/Writer: Anders Gustafsson
CCO: Rick Condos
MGFX: Shane Fleming, Brady Lowery
Edit: Shane Fleming
Music Supervisor: MAS
VISUALS & ART:
Crowd sourced via GIPHY

SOCIALICIOUS

Case Study: A Global Reinvention

The Super Bowl Hack