Jif // #JIFvsGIF
2021 D&AD - Wood Pencil - Integrated
2021 D&AD - Shortlist - PR
2021 One Show - Silver Pencil - Integrated
2021 One Show - Merit - PR
2021 One Show - Merit - Social Media
2021 One Show - Merit - Effectiveness
2021 Andy Awards - Idea - Gold
2021 Cannes Lions - Shortlist - PR
2021 Cannes Lions - Shortlist - Activation
2021 Cannes Lions - Shortlist - Social and Influencer
2021 Cannes Lions - Shortlist - Direct
In 2020, we hijacked a debate that was raging for nearly a decade: is it pronounced Jif or Gif? Hard G or soft G? It seemed as though everyone had picked a side. The inventor of the GIF file format, Steve Wilhite, said it was a soft G. President Obama was team hard G. But what about Jif, where did we stand?
Simple: there are billions of GIFs (with a hard G) but only one Jif (with a soft G). Together, with GIPHY, the world’s largest GIF platform and fellow hard G’ers, we launched #JifvsGIF, taking on the inventor of the GIF, professional linguists, and millions of keyboard warriors worldwide who had been calling the graphic interchange format the same name as our beloved peanut butter. Did we change all of their minds? Nope. But we sold a ton of Jif, and successfully branded the debate.
// GIPHY Custom GIF Suite
In partnership with GIPHY, our closest allies in all this, we crafted a suite of over 50 unique reaction gifs that were added to the GIPHY keyboard extensions for people to use in this pronunciation debate across Twitter, Facebook and Instagram.
// Web Film
To further fuel the debate a response video was released on Funny Or Die from fictional Professor of Linguistics Gary Goodman. The professor, who just so happens to only be able to pronounce soft G’s, expressed outrage at the peanut butter company trying to reopen the gif pronunciation debate.
// Limited Edition Jar
