Jeff Benjamin is best known as the mind behind Burger King’s “Subservient Chicken” and “Whopper Sacrifice” campaigns, as well as Method’s “Come Clean” idea, all undertaken while at Crispin Porter & Bogusky, where he leads the interactive teams. Although any creative professional would agree that no campaign can start out as a viral enterprise, Benjamin’s work has a knack for spreading like wildfire and redefining notions of engagement.
“If your work goes viral and gets shared, it’s a badge, a compliment and it means you really connected with someone’s passions,” said Mat Zucker, CCO at OgilvyOne Worldwide New York and a Caples executive board member. “It’s great for clients because it demonstrates the power of unpaid media, and word-of-mouth is perhaps the highest compliment for any creative director.”
Before joining CP&B in 2003, Benjamin headed interactive for major clients at Goodby, Silverstein & Partners. “The work he’s helped invent is at the center of what everyone wants to be doing,” Zucker said. “He’s reset the bar for digital, direct and general advertising.”
