However that’s simply half the story.

Gigil has made worldwide waves creating constantly outrageous concepts for its principal shoppers RC Cola, Netflix and seven Eleven, together with a number of others. RC, an underdog soda model identified primarily for its worth, attracted the highlight when the company debuted a brand new marketing campaign focused straight at Gen Z, themed across the thought of “no matter.” The launch spot began out as a soapy melodrama about a teen crying to his mom about being bullied for his uncommon situation—he has 4 ingesting glasses rising out of his again. However his mother then makes an much more jaw-dropping revelation and pulls off her head to disclose an RC Cola bottle rising from her neck. Equally odd spots adopted, together with one about an indie band with equally out-there physique components. Whereas the marketing campaign went viral—even making an look on “Ellen”—it additionally labored. Gross sales of the product the marketing campaign promoted, RC Cola’s Mega, jumped 67%.

See all of Ad Age’s 2021 Small Agency Award winners here.