Brand Insight:

Steve Wilhite, father of the Graphics Interchange Format, stated in his acceptance speech at the 2013 Webby Awards “It’s pronounced 'JIF' like the peanut butter, not 'GIF'.”

 

Creative Idea:

In a social led digital campaign, JIF takes a stand in the Gif v. Jif pronunciation debate by making and sharing 60 JIF GIFs to celebrate it's 60 years of peanut butter.

Articulation:
JIFGIF

art/animation:

Scott McIntosh

Chris Petersen

copy:

Wilsynn Wheat