Slim Jim | Man Medicine Campaign

Through extensive research we discovered there were only two statistically significant groups of people who eat Slim Jim processed meat sticks. People on road tips, and teenage boys before they get old enough to start kissing teenage girls. The resulting brief was fairly simply: appeal to slightly older guys. The campaign we developed took the absurd position that the Slim Jim line of processed meat snacks works like a medicine, helping you escape from adult responsibilities. Somehow this made it by the lawyers with their only request being change all references to "Swedish furniture" to "Scandinavian furniture" which, lucky for us, is a much funnier word. I don't think they really understood the campaign.

The campaign kicked off with a short animated film raising awareness around "Male Spice Loss." This film was an in-house production, I built all the frames and directed the animators.

We then did a series of TV spots bringing our "Murses" and "Manbulance" to life. The campaign was quite fun to work on because it never took itself very seriously. The initial concept was so off the wall that we were able to take a very self aware, over the top, approach to each scenario. Each spot was built around situations that would make their younger selves cringe such as riding shotgun on a scooter, or trying on a Babybjörn at a baby shower. In each situation the staff of the "Center for Spice Loss" would arrive in some over the top fashion, and administer Slim Jims without really improving the situation.

Slim Jim | Brofile Analyzer

The "Slim Jim Brofile Analyzer®" is a Facebook app that would scrub your social media profile and behaviors and assess your "Male Spice Loss" risk level. Our clearly unqualified "doctor" would walks the user through the exam as various aspects of your social media presence were assessed, then usually ridiculed.

Slim Jim | Center For Spice Loss

We replaced SlimJim.com with a faux pseudo medical site dedicated to the "Male Spice Loss" condition and demonstrating the horrors associated with the aforementioned. The site also contained the education film, a self exam, snarky sympathy cards, and a product section outlining which products best treat which symptoms.

I probably would not describe my go to style as broad humor traditional campaigns for consumer packaged good, but I found the challenge really fun. It was an opportunity to bring a level of art direction and design that is not always seen within the category, and have a lot of fun not taking any concept too seriously.