Jimmy John's: National Munchies Day

ART DIRECTION | ANIMATION | SOCIAL ACTIVATION

WAKE & BAKE... SOME BREAD

It started off as a simple ask – create a social campaign that nods to everyone's favorite herb-toking holiday. But as with every brief, it came with one glaring caveat... we couldn't make any reference to cannabis or the act of using it.

So what do you do for your non-serious, irreverent fast-food client who wants to pay homage to 4/20 all without actually saying it? Easy. As the one and only national weed day, it's also National Munchies Day. So for the upcoming holidaze, Jimmy John's would become the supplier of good vibes and proper snackage for smoke sessions all around the nation.

Tasked with creating visually mesmerizing sandwich puns as social content, and tapping into a network of cannabis influencers to gift them some life-sized munchie memorabilia, we ensured people were able to kick back to the fullest.

Content & Animations

Bag Of Chill

Not to be completely constrained to making a few dank social posts, we wanted to give bud-enthusiasts an additional way to chillax in Jimmy John's style. We had the incredibly ridiculous, yet simple idea of turning the Jimmy John's chip bag into a life-sized bean bag chair. The ultimate throne of comfiness for you to enjoy your munchie-quenching sandwiches.

We then surprised a select crew of lucky cannabis influencers by gifting them a bean bag chair for them to celebrate the occasion. We got to witness a medley of elated and hazy reactions play out on social and many shout-outs to Jimmy John's for making this a 4/20 to remember.