CLIENT: TAKE5
AGENCY: BARKLEY
ROLE: ASSOCIATE CREATIVE DIRECTOR
Sampling event × Social that turned a candy trial into a two-way content engine.
Over one weekend, we ran an in-store sampling program built to do more than hand out bars. Each sample came with a “remix” napkin that invited people to tweet back—and we answered in real time with a custom creative response.
SAMPLE NAPKIN FRONT
How it worked
The napkin set up the premise on the front:
“We remixed peanut butter, caramel, chocolate, peanuts and pretzels into the ultimate bar. Now let’s remix the world.”
SAMPLE NAPKIN BACK
On the back, it listed 25 words and a simple instruction:
“Pick two words and tweet them at @take5 … #myTake5.”
Every two-word combination mapped to a unique piece of creative, so each participant received a response that felt personal and playful—turning sampling into shareable participation.
Work
In-store sampling event (one weekend, national footprint)
Remix napkin system (front/back copy + word list + CTA)
Real-time social response content library (static + animated)
Live community management/responding flow
My role
Designed and animated all animated response pieces and posters.
Helped build the response system (how the word-combos mapped to creative outputs)
Collaborated with the team on design + photography for the static response set
Supported live execution so responses stayed fast, consistent, and on-brand
IN-STORE SIGNAGE
PEANUT X PRETZEL
GRANDMA X WIZARD
BRO X BALLS
GRANDMA X BOX
GNOME X BALLS
