In our 2012 Fruitsnacks campaign, we wanted to reinforce the fact that Fruit Roll-Ups, Gushers and Fruit By the Foot weren’t just snack foods –they were fun foods that could inspire creativity, imagination and play. We created a world that was seemingly kid-crafted entirely out of Fruitsnacks and called it Fruitsnackia. Everything from the characters to the cars and palms trees was made completely of Fruitsnacks. It began on TV and continued through a cross-channel platform that invited kids to share in the creativity of Fruitsnacks. In the end, whether it was teaching kids how create cool objects and characters out of Fruitsnacks on our site, or awarding Jeremy Lin tweets with his own jersey made entirely of Fruitsnacks - Fruitsnacks had a message to share. Snacks can inspire imagination, creativity and play.

Before rigging our characters in 3d, we produce a 2d animation in flash that sets our character performances, shot times, composition framing, and informs the performances of our main characters. Working with our animators, our designers begin drawing layouts for the sets and build character sheets. The sheets typically feature all of the specific expressions and bodily movements the 3d team will need to rig for, as well as phonemes and eye shapes. Because every element on the characters' bodies can be custom sized, stretched, and molded in a rig, it's important for our design team to design looks and poses for the animators to use as reference.

Jeremy Lin hung the jersey on his wall at home and posted it on Facebook. The post resulted in almost 100,000 "likes" and 1,992 shares overnight. Media coverage included USA Today.com, Bizjournals.com, Buzzfeed.com, Sports-kings.com, Gothamist.com and MSN.com. Not bad considering we weren't hoping for anything more than a mere "thank you".