Advertising the new product from the Patatas Jumpers brand, crisps that retain their characteristic butter flavour... all via a campaign that helps us build the brand and connect once again with the demanding Generation Z.

For the launch of Patatas Jumpers, we started from the brand's perspective: ANTI-POSTURING, which celebrates authenticity and being yourself. In this sense, we identified that young people in 2024 were still not free from posturing on social media, and that this had transformed. This time it was in the form of ‘Storytimes’ by entrepreneurs: short, fast-paced videos where they narrate their “epic” adventures in the world of business to the camera. A trend that had more than 7 million publications on TikTok alone under the hashtag #entrepreneurship. No, not even Gen Ziers can escape the shark mentality of their contemporaries.

Inspired by this new posturing trend, we decided to turn it on its head to launch our ironical campaign –or our own sitcom–: “Making a Patatas Jumpers campaign for €1”, which (spoiler alert) goes wrong. A meta campaign consisting of 7 chapters and a few extra snippets that narrate the (fictitious) creative process behind the launch of our Patatas Jumpers.

The first thing the summer series needed was a cast that was up to the job, and for that, we had some new additions, as well as some familiar characters from the Jumpers universe: Marga as our bad-tempered Senior Project Manager; Alex, our usual redhead; an enthusiastic Creative Director, albeit a bit useless; and finally, an unusual hero: the exploited intern.

In order to expand it, the campaign had various phases. In the first phase, we launched a fast-paced trailer that featured “Making a Patatas Jumpers campaign for €1”. A cinematic clip that drove traffic to Instagram and TikTok, the main platforms where the rest of the campaign would take place.

From then on, in a second phase, we launched 7 chapters, lasting between 40 seconds and 2 minutes. With the Storytime format, each episode portrayed the absurd and fictitious day-to-day of our charismatic cast, facing the challenge of creating the campaign without a budget (and without much skill, but with lots of enthusiasm).

To increase visibility and engagement, each chapter included a surprise, such as audience interactions where they were invited to vote and influence part of the story, keeping them entertained, attentive, and eager about the plot. And that's not all, we also had cameos from influencers and additional clips such as the failed meeting with Venga Monjas, the blackmailing of Darío Eme Hache, or the crossover that TikTok needed with Leonardo, the ING lion that saved the team with an unexpected playful allusion.

To keep the audience engaged, we also launched prize draws: one a product and the other merchandising, like the main character’s “psychedelic” t-shirt, which became iconic after a delirious episode in the desert.

Finally, and as a final chapter or to close the campaign, we shared the big result: the final spot. A clip filmed and scripted by the intern, “because crisps”. In a self-parody, it acknowledged that crisps with a Jumpers flavour exist... just because. This ending cemented the campaign as another “Jumpers” success, underlining the authenticity of the brand.