Client: Baskin-Robbins
Campaign Title: Baskin-Robbins Got Me Like
Agency: 22squared
Agency Location: Atlanta
Executive Creative Director: Al Patton
Creative Director/Copywriter: Curt Mueller
Associate Creative Director/Copywriter: Alex Lukacs
Senior Art Director: Pete Kehr
Executive Producer: Matt Silliman
Production Coordinator: Patrick Clarici
Executive Director Account Management: Annette Sally
Account Director: Ashley Keetle
Production Companies: Psyop/Oona Media
Directors: Georgia Tribuiani & Trevor Conrad
Chief Executive Producer: Justin Booth-Clibborn
Executive Producers: Monica Reimold/Josh Courtney
Producer: Desiree Laufasa
Post Production Producer: Nathan Lupetow
Music Composition: HiFi Project
Executive Producer/ Music Supervisor - Jack Bradley
Composer/Producer/Writer - Max Petrek
Audio Engineering SFX, VO record and Mix: Bare Knuckles
Buddy Hall - Executive Producer
Chris Nicholson (C2) Sound Designer/Engineer
Published: April 2018
Synopsis:
Baskin-Robbins announced that it is launching a refreshing new ad campaign entitled ‘Baskin-Robbins Got Me Like’ which leverages the popular “Got Me Like” meme to capture the joy of Baskin-Robbins for Millennial and Gen Z audiences. ‘Baskin-Robbins Got Me Like’ embraces unabashed optimism and marks a strategic shift for the brand, away from heavily product-focused advertising to a more emotionally-driven brand campaign. The campaign was created by Baskin-Robbins’ agency-of-record, 22squared, one of the leading national independent agencies.
The ‘Baskin-Robbins Got Me Like’ campaign captures the joy of Baskin-Robbins’ flavors and forms through bright colors, music, dance, Internet memes, animation, pompadours and overall silliness. The campaign idea came about when the 22squared creative team tried to describe the joyous feeling that comes from Baskin-Robbins ice cream, and continually referenced the commonly shared Got Me Like gifs. The creatives realized that the gif perfectly articulated the joy of eating Baskin-Robbins, so they made that the centerpiece of the campaign. To execute the campaign, 22squared teamed with Psyop, creating over 50 animations and content pieces. The work combines the visual style of Internet memes and the classic Baskin-Robbins color palette, and the end-result is a look that’s decidedly new and unique. It brings the language of the Internet to visual life for a new, younger Baskin-Robbins audience, one which places value on experiences over things. They go out for frozen treats as a social activity with friends, on a date, to satisfy a craving, reward an accomplishment and to cheer up after a bad day.