Smartfood

After the success of the Richard Raccoon campaign, Smartfood discovered Puppet Island and approached Jamie Shannon to create a character that felt warm, lovable, and instantly shareable. Puppet Island designed, built, and performed Fibear — the cozy snack-loving creature at the centre of the campaign.

The first commercial generated over 1.9 million views on Smartfood’s social channels, with Fibear continuing to appear across social media and digital advertising. From concept to fabrication to on-set performance, Puppet Island helped turn a mascot into a character audiences genuinely connected with.