Willem Patrick

  copywriter

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“Don’t Do Smarties”

Gen-Z has a different relationship with Smarties. They grew up, smashing, crushing, smoking, snorting, and finding new ways to consume. It’s time Smarties stands up and puts an end to the debauchery of an innocent candy. Don’t reach for them. Don’t do Smarties.

Position: Copywriter/Designer

Brief: Speculative work

Category: OOH, Socials, Posters, Experiential

Gen Z usually fights against the grain. To capture their attention, a reverse psychology campaign gets them to do exactly what we want, by telling them not to do it.

To hear Gen Z’s story  on their Smarties use, Smarties installs confession booths in cities and around colleges across the states.



/art-direction---------------------------Luis Ortega
/strategy------------------------------------Layla Gile

Willem Patrick 2026 

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