WORK
IDEAS
Smith’s Chips
Gobbledok
Challenge
The Gobbledok is a divisive little creature from the 90s who loves one thing and one thing only: CHIPPIES!After Smith’s revived him on TikTok, the challenge was keeping a decades-old character entertaining for a new audience without relying on nostalgia alone.
Strategy
Rather than treating Gobbledok like a heritage mascot, we treated him like a social character.His completely irrational obsession with chips gave us a simple rule for generating content: drop him into familiar moments, cultural occasions and increasingly ridiculous situations, then let Gobbledok be Gobbledok.
Idea
I helped Smith’s concept and script an ongoing stream of Gobbledok content, ranging from timely moments like Valentine’s Day to the downright weird and unexpected.Including, naturally Gobbledok discovering a packet of chips flavoured Gobbledok.