Oscar Mayer had a problem that a lot of big, historic brands have today: the brand wasn't acting iconic.

So when Oscar Mayer came to Johannes Leonardo to launch its first masterbrand campaign in decades, we went back to the past to figure out how to move forward into the future. When looking at what was so iconic about the Wienermobile and the Bologna song, we realized the core of the Oscar Mayer brand was simple, joyful creative that brings a smile to everyone's face. First up: Yum Choir.

We launched additional spots in a wide range of styles, but all with the common thread of just being the right kind of weird.

We partnered with Buzzfeed and Tenor Creative to commission dozens of artists to work with the rhomboid frame for social.

DESIGN DEVELOPMENT

Working on an iconic brand is always a challenge, but an even greater challenge when a full rebrand is mid-way in progress at the same time. We worked closely with the team at BrandOpus to create our Keep it Oscar platform while they were revamping the packaging and overall brand.

chillman.design@gmail.com