Every half-second, someone in the world is interacting with SpongeBob Squarepants.  Over the last 17 years, he's tapped hundreds of product categories.  From apparel to art, SBSP is an iconic part of modern day culture.  

While evaluating potential areas to grow SpongeBob's exposure even more, a simple concept evolved.  We noticed that everyday, women of all ages are infusing SpongeBob's bright, fun-loving attributes into their beauty routines.  With this, we created SPONGEBOB x M·A·C.  A product collaboration and environmental disruption campaign.

Pitch 2015

ROLE: Creative Strategy

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