S’mores + Stargazing = S’moregazing

To launch JET-PUFFED’s new glow-in-the-dark bag, we combined two summer night staples and used every stargazing event as a reminder to #GoSmoregazing.

We registered a new constellation named S’morion and built a mobile sky-scanner app thingy to help campers find it.

We aligned our content with the astrological calendar, inspiring fans to go S’moregazing during every stargazing event all summer long.

We also placed glow-in-the-dark billboards in rural areas near stargazing sights to remind campers to grab our new bag.

Accolades

One Show Shortlist — Out of Home Craft in Printing & Production

One Show Shortlist — Brand-Side Initiated & Originated Projects

Shorty Awards Finalist — Integrated Campaign

The Drum Awards Shortlist — Digital Advertising: Integrated

The Drum Awards Shortlist — OOH: Multi-Channel Campaign

Obie Awards (outdoor) Finalist — Custom Installation

ACE (KraftHeinz Internal Awards) Finalist — Creativity - Design & Packaging