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KRAVE is a brand of better-for-you protein snacks, founded in 2009, that basically launched the whole jerky craze. They came to us earlier this year to help with their brand turnaround after some down years when the brand was managed by another company. The task was to develop a campaign around three-time Olympic gold Medalist Shaun White that would differentiate KRAVE within the premium “Better For You” protein category, which is full of brands built around pushing physical limits and macho humor. The work illustrates White’s personal evolution, beginning with his radical teenage persona as an extreme sports phenom with iconic long red hair, to his current more polished and balanced life that’s anything but boring.

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