05.12.08

Swedish Fish "A Friend You Can Eat." print ads

Print Ads, Consumer

JWT New York created this irreverent, memorable campaign for a retro candy from Cadbury/Adams. An underground Internet culture, with unsponsored groups on social-media sites, already surrounds the brand but this is its first mainstream ad effort in years. And it deserves a resounding ja (Swedish for yes). We all have friends, but there are lines we don't cross with them; this campaign, in a tongue-in-cheek manner clearly defines the only friend that people should consider eating: this iconic little red fish. The tagline is precious and catchy, and is bound to find its place in pop culture soon.

Hunter Fine/Andrew Clarke/David Suarez, art directors; Scott Bell, writer; Jackie Hathiramani, creative director; Jeff Bitsack, executive creative director; Ty Montague, chief creative officer/co-president; David Rowland, First Base Digital Imaging U.K., photographer; Lauren Eberhardt, print producer; Christian Hughes/Shana Getchell/Elizabeth Kelberg, account executives; Tara Mangini, art buyer.

www.jwt.comwww.originalswedis ...