Ritz 360 Campaign
The Problem
Holiday dinners are supposed to bring families together, but they often do the opposite. Awkward, divisive, or outdates topics inevitably come up, turning festive moments into uncomfortable conversations.
The Solution
At holiday dinners, food often becomes the easiest way to change the subject. When conversations get tense, someone reaches for a snack or redirects the attention to the table. Snacks reset the moment. For when conversations should end, Bring out the Ritz: a universal signal to end things before they go too far. Deescalate your heated gathering with Ritz holiday crackers.
OOH Placements
Vertical OOH executions designed for high-traffic environments during the holidays, such as airports and shopping strips. By pairing situational humor with strategic placement, the billboards turn culturally relatable moments into a memorable brand interaction.
Taxi Toppers
As an extension to the OOH roll-out, I scaled them down into tiny taxi-toppers to bring the same sharp humor into fast-moving urban environments.
OOH with UGC
Transforming static billboards into a live feed of user-generated content, combining outdoor advertising and social media. The billboards showcase real holiday comments submitted by users under the hashtag #ProblematicHolidayTalk.
Rooted in cultural truth: holiday gatherings often come with unsolicited commentary. This campaign invites the audience to contribute their own experiences rather than inventing scripted jokes, elevating the execution to a personal level.
TikTok Activation
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To launch the idea in culture, Ritz partners with Billy on the Street for a TikTok-first activation. Billy ambushes people with a familiar question about awkward holiday conversations. When needed, he cuts them off and replaces the conversation with a box of Ritz.
:06 Social Media Spots
Created two comedic 6-second social motion spots for Ritz built around the idea of Ritz as the ultimate mood-saver. Each video captures a relatable holiday moment about to go wrong before a bold, oversized Ritz cracker abruptly “cuts off” the chaos. The concept positions Ritz as the playful hero that keeps gatherings light, turning awkward or stressful situations into a simple, shareable snacking moment.