The truth is that we love our guilty pleasures. Sometimes we have to indulge in once-in-a-while treats, no matter the consequences.
Twinkies offer a brief glimpse of a perfect life: where regret-free fluffy golden goodness is a wrapper away. The taste of heaven may be fleeting or even illusory; the reality remains that Twinkies are damned good.
2018 Center Ring Student Show | Advertising Integrated Campaign | Silver
2018 Center Ring Student Show | Print | Merit
To be placed as two-page spreads in prominent fitness magazines such as Men's Health and Women's Fitness. Perfect reading for the exercise bike or treadmill.
As a natural extension of our print campaign, social posts showcase the product and anti-inspirational sayings. In the Instagram post here, users swipe right to see the complete mouth-watering message.
Short videos reinforce the cheeky message that Twinkies are worth the guilt - even if you don’t want to admit it.
Animated banner to be placed on fitness-related websites. Clicking the banner produces a coupon for free Twinkies.
OUT-OF-HOME: SUBWAY TUNNEL
It's a train of Twinkies! Every car in the train has a Twinkie on the side, and the mouth of the tunnel is ready to eat every last one. A kiosk on the platform allows bystanders to take an open-mouthed picture, which is then projected onto the tunnel mouth. Ohm nom nom!
OUT-OF-HOME: MOBILE BILLBOARD
The mobile billboard circles the parking lot in front of farmers' markets, organic grocers, and similar health-oriented retailers. Take that, kale smoothies!
Billboards to be placed in locations near gyms and CrossFit boxes. As a final temptation, the base of the billboard features a vending machine stuffed with Twinkies.
Art Direction: Erick Holmquist, Nhien Nguyen, and Dina Zolan