Publicis New York, US
In the past decade a heated rivalry has emerged in rap culture – Old School vs New School. The new generation has been described as sounding like they rap with a mouthful of peanut butter. So, we thought: What if Jif, America’s biggest peanut butter brand, could use its irresistible creamy goodness to unite both old and new rap generations? And with that, The Lil Jif Project was born.
Taken from: https://www.publicis.com/the-lil-jif-project/