We had to celebrate Jumpers’ 30th anniversary in style and with something special. Our aim was to create a campaign that would boost the brand's visibility and differentiate Jumpers from other players in its category. A campaign that would connect with the target again, in the "Jumpers-style" that characterises the brand.

Jumpers’ anniversary had to be different. We had to do it in the "Jumpers-style", and that meant breaking the rules, with some trolling in the mix, but standing up for what we are.
We recovered our essence by straying from the traditional campaign, going back to our origins and to the most important feature of our identity: our failed frog logo. A feature on which we have built our personality and which we used as the starting point once more.

This is how we create our dystopian scenario. A fictitious narrative in which a time traveller travelled to the past to share the technology to create the perfect shape frog with Jumpers. A journey into the unknown, in which the brand's legacy and present were completely altered.

Jumpers finally became something very different to what it really is. Perfectly shaped frogs transformed us into a posh-deli brand, with plenty of posing and a conceited communication tone. Ads with celebrities, private parties, a product at an astronomical price (no more and no less than €5000), bags filled with air and campaigns with absurd goals.

We divided this dystopian scenario into three key moments.
First, we launched a teaser with a trip to the past, which kicked everything off. We shared a piece on Instagram, TikTok, Twitter and YouTube. In parallel, we removed all previous content of the brand, replacing it with a hugely different content and positioning: a gourmet brand with a perfectly shaped frog.

During a second phase, we celebrated our anniversary in a grand way. With a documentary trailer that described 30 years of Jumpers’ dystopian history. A trailer with a VIP party and a team that stood up for the brand's new essence: a histrionic Creative Director, a snobbish CFO, a very odd Sharing Manager and a driver and journalist who just loved the brand.

We launched three short spots on the same channels after launching the trailer. A generic short spot, focusing on perfectly shaped frogs and an astronomical price. The short spots were accompanied by the actual sale of the bag at a price of €5000, which could be purchased from the landing page we created for the campaign.

We then launched a new short spot, focusing on a very special ingredient: air. And the last short spot focused on absurd social causes, such as "Say No to Ugliness", in which we rescued everyone from major stylistic disasters and accompanied it with a raffle for the new Jumpers polo (quite the opposite of our well-known Jumper by Jumpers).

Our community made their magic throughout the campaign. A user purchased the bag and we made sure they received it in the most elegant way from the hands of none other than our Sharing Manager. They broke the advertising display and stole the real bag worth €5000 inside it. We took advantage of this to share it organically. And we gave it away to our community, given the high demand for the product. Additional pieces of the campaign connected well with the audience and helped us create a new –false– brand story.

Finally, we launched a closing piece as the grand ending. A trip to the past to undo everything and end with this dystopian world. A trip to the past, to turn into wonkily-shaped frogs again, with a clear moral: it's better to be yourself than to end up being a frog. The final statement to celebrate 30 years making snacks, but in our own peculiar style.