JACK IN THE BOX:
Jack in the Box created wanted to let people know that they can stack an extra patty on their food for just a buck. So we created a brand new character who's a minotaur stacked on top of a centaur.
These new hack'd up food items represent Jack in the Box's push into a younger territory. We created a new tone and direction for the brand, all the way down to redesigning Jack himself.
Through a second series of spots, we brought Jack and Menutaur into the real world to hack up people's food.