Not Butter Summer

Client: I Can’t Believe It’s Not Butter

Agency: GLOW

Project: We brought the brand back to its comedic roots with a sexy perfume ad and gave away the biggest tub of ICBINB the brand has ever done.

Role: Producer, Project Manager, and Account. Also my first official gig as photographer (sexy man in hot tub)! - Hence a small and nimble little team.

CGI Production: Saddington Baynes

Fabricator: The Factory NYC (Hot Tub printing & fabrication)

Type: Social Campaign & Giveaway

The Challenge: Make I Can’t Believe It’s Not Butter spray – Upfield’s highest performing product in the portfolio – have its best summer ever. Our solution was to highlight our grilling season star with over-the-top perfume and cologne ads and give away the biggest tub of ICBINB ever.

One lucky winner from Colorado won the largest tub from ICBINB yet: