creative producer, content creator
Bugles wanted the kind of brand love it already has with older generations, but with Gen Z in Saudi Arabia. And you don’t win Zoomers with “messaging.” You win them by speaking fluent internet.
So we ditched anything that smelled like an ad and built something that felt like it was made inside their feed: a TikTok-first hero packed with deep-fried meme energy, blink-and-you-miss-it visuals, chaotic cuts that change every second, and a simple dance move people could remix without trying too hard.
Basically: playful, surprising, and just translated into Gen Z tempo.
Basically: playful, surprising, and just translated into Gen Z tempo.
Sound was the anchor. On TikTok, audio is half the joke, half the vibe. So we needed a track that could carry the campaign and become its own cue.
We created an original song called “Crunch Time”: catchy, loopable, and built to stick in your head after one watch.
We created an original song called “Crunch Time”: catchy, loopable, and built to stick in your head after one watch.
The result: Bugles shows up like a snack brand that gets it. Not trying to “talk to Gen Z,” but joining the chaos and making it fun.
The campaign was featured on campaign Middle East Magazine:
https://campaignme.com/socialize-and-bugles-team-up-for-crunch-time/
https://campaignme.com/socialize-and-bugles-team-up-for-crunch-time/
The TikTok campaign gathered a total of 1 BILLION views!
with around 166K videos created using the hashtag.
with around 166K videos created using the hashtag.
