Return of Mark Hamill

Jack in the Box had become a bit culturally anemic in the 2010's, so we knew our first campaign had to be a bit of a cultural gut punch to show people the old Jack was back.

So to announce the brand bringing back 2 popular menu items, CEO Jack Box brought back his most popular former (and fired) employee Mark Hamill. We knew the overlapping fandoms of Jack and Mark would go crazy, and boy did they.

The campaign was featured on Good Morning America, Entertainment Tonight and stormed the internet, taking home an Effie Award for its brilliant effectiveness.