An animated cast of characters had become Cricket’s most ownable brand asset, helping the brand stand out in a category full of parity. You could say they had become “celebrities” in their own right. So we created the Cricket Studios campaign, a behind the scenes look into what it’s like to “be” a Cricket character celebrity. With a refreshed tagline “Smile, You’re On Cricket,” the campaign took our previously silent characters and turned them into relatable, interesting and likebale actors working for the brand.