Fuel Different 2025

The Fuel Different 2025 campaign was SNEAK’s first move into traditional marketing, launching alongside our first step into retail. The brief was simple: in a category saturated with brands all fighting for the same attention, get more people to know who the hell we are.

The idea came from something inherently SNEAK: everything good started with someone weird enough to do it differently. So rather than shy away from being the outsider, we made it the whole point - turning “weirdo” from an insult into a badge of honour. I led the creative concept end to end, developing the Sneak Bunny as the personification of “different” and writing the manifesto-style scripts that set the tone, starting with one simple thought: “Normal is a scam.”

I creative directed the hero film and photography, oversaw the edit with our external team, and shaped how the idea lived across OOH, retail and beyond.

The result: +6pts brand awareness, just as Sneak hit retail for the first time. A bigger audience, without becoming a more normal brand.