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Swedish Fish needed to make a splash in their first supported advertising campaign. To do so we took a popular Reddit post, the Swedish Fish Theory, to develop custom editorial and documentary with VICE, tasked influencers to test the Theory for their followings, and finally encouraged consumers to try the Theory out in their daily lives.
I developed the campaign framework, reviewed copy for all activation points, and managed the project from start to finish.
The Swedish Fish Theory - born from Reddit is the Theory that adding a Swedish Fish to a situation produces positively unexpected results.
Consumers generated over 100,000 pieces of unique content, testing the Theory in their daily lives.