Jif // The Lil Jif Project
2022 Cannes - Entertainment Lions - Gold
2022 Cannes - Entertainment Lions - Silver
2022 Cannes - Entertainment Lions - Silver
2022 Cannes - Film Lions - Silver
2022 D&AD - PR - Yellow Pencil
2022 D&AD - Digital - Graphite Pencil
2022 D&AD - Media - Graphite Pencil
2022 D&AD - Entertainment - Wood Pencil
2022 D&AD - Social - Wood Pencil
2022 Andy Awards - Idea - Gold
2022 Clios - Creative Effectiveness - Silver
2022 Clios - Integrated - Bronze
2022 Clios - Branded Entertainment - Bronze
2022 One Show - Integrated - Bronze
2022 Cannes - Entertainment Lions - Silver
2022 Cannes - Entertainment Lions - Silver
2022 Cannes - Film Lions - Silver
2022 D&AD - PR - Yellow Pencil
2022 D&AD - Digital - Graphite Pencil
2022 D&AD - Media - Graphite Pencil
2022 D&AD - Entertainment - Wood Pencil
2022 D&AD - Social - Wood Pencil
2022 Andy Awards - Idea - Gold
2022 Clios - Creative Effectiveness - Silver
2022 Clios - Integrated - Bronze
2022 Clios - Branded Entertainment - Bronze
2022 One Show - Integrated - Bronze
// Launch Film
In the epic film ‘The Return’ it was revealed to the world that Jif Peanut Butter was the secret behind Luda’s new sound and rise to mumble rap fame. Directed by Grammy Award-winning music video director, and long time Ludacris collaborator, Dave Meyers. The film also features a cameo from mumble rap star Gunna, who validates and welcomes Luda into the culture.
// Original Rap Track
First, Ludacris wrote and record an original mumble-rap inspired track that streamed on on Spotify, Apple Music, SoundCloud and Tidal. The track was recorded at the iconic Patchwerk Studios in Atlanta, by Legendary producer Kevin "She'kspere" Briggs. It was then promoted online and in OOH like a typical album release.
The track sparked speculation in the press and on social media about what was behind Ludacris' mumbled new flow.
// Ice Box Stunt
To further fuel speculation in the lead-up to the reveal, Jif partnered with iconic rap jeweler Ice Box, to create a 37 carat Jif Jar that Ludacris teased with his new track on The Breakfast Club radio show.
// #JifRapChallenge
It was time for everyone to embrace mumble rap in the #JifRapChallenge on TikTok. To kick things off Ludacris challenged TikTok to duet him with a mouthful of Jif Peanut Butter. Then, rap influencers amplified the challenge. And the response was overwhelming, from rappers and non-rappers alike, proving that, with a mouthful of Jif, anyone can embrace mumble rap.
// Limited Edition Lil Jif Jar
Lil Jif jars were sent as ‘mumble rap starter kits’ to influencers, and as a reward for the best rappers in the #jifrapchallenge. Each jar was individually tagged by Atlanta street artist Aesek and complimented with a gold plated spoon on a chain. The design of the box was a nod to the drip fashion culture popular in the mumble rap community.
