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Lil Jif Project

Award: Yellow Pencil

Yellow Pencil / PR / Use of Talent & Influencers / 2022

Award: Graphite Pencil

Graphite Pencil / Digital / Integrated

Award: Graphite Pencil

Graphite Pencil / Media / Integrated

Award: Wood Pencil

Wood Pencil / Digital / Social

Award: Wood Pencil

Wood Pencil / Entertainment / Integrated

Over the past decade, a heated rivalry has emerged in rap culture between more traditional lyrical rap and newer 'mumble rap'. Some people say mumble rap sounds like rappers have a mouth full of peanut butter, so Jif, the biggest peanut brand in the US, stepped in to unite these two generations of rap. Lyrical rapper Ludacris was brought together with Gunna, one of the hottest rappers at the moment, to take part in The Lil Jif Project, which ran across audio, social, TV and beyond.

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