We brought Buddy Lee back before the brand slipped into obscurity, reintroducing him to a new generation with the same irreverent energy that made him iconic. By leaning into his larger-than-life personality and putting him in unexpected, high-intensity situations, we turned a heritage mascot into something bold, modern, and impossible to ignore.

RESULTS:
The campaign was featured in The One Show, AICP, and D&AD, and was added to the permanent collection at MoMA, which would make my mom proud if she knew what that was.