We taught PG tips how to talk to people on the internet… GIFS
We made a suite of gifs, starring their knitted icon, expressing a huge (and carefully researched) range of emotions. Then we used them talk to real people (and celebs) as they tweeted about their mornings.
And because we didn’t cover them with branding, people started using the gifs themselves.
Here’s a few of my favs…
Here he is turning up in an out of home ad.
In the first 6 weeks alone, those gifs got over 25 million organic views.
A few years later and we're pushing HALF-A-BLOODY-BILLION...
See all the gifs here