Sort By: All Shopper Creative Brand Design Personal Web Social Illustration
school of thought 2026:
ponderosa x manilife
Created during Week twelve of Sot 2026, this work was my response to the ponderosa brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to raise awareness of Manilife among quality-conscious peanut butter lovers, positioning it as a premium product worth paying more for.
With no budget for paid media, the campaign aimed to use owned and earned channels to highlight the brand’s obsession with quality and its uniquely good peanut butter, making consumers seek it out in store.
THE SMP:
“Inappropriately good peanut butter”
THE insight:
According to the darker corners of the internet (particularly reddit), some peanut butter lovers have been taking their obsession a bit too far (see the screenshots...)
They’re obsessing over it, hiding it, craving it and, in some cases, taking it places it was never meant to go.
That’s the behaviour ManiLife can own.
THE idea:
‘Spread responsibly’
ManiLife is so inappropriately good, it needed boundaries.
After discovering that peanut butter lovers are taking their obsession to inappropriate extremes, ManiLife can step in with a tongue-in-cheek public service campaign, urging the nation to Spread Responsibly.
A social first ‘PSA’ style campaign that plays on the idea of peanut butter obsessed fans taking their obsession to new heights.
If the campaign gets enough traction and people want PB to remain in the bedroom, a mock or real collaboration with a sexual wellness brand could be on the cards, defining the line between what’s appropriate for the kitchen and the bedroom.
campaign EXTRAS:
