Millennials and Gen Z-ers crave authenticity. For Burger King, who has been cooking with fire since 1954, its mark of authenticity is on each and every one of its burgers. Our solution: trademark Burger King’s grill marks.
From the Legal Team of: David Romani (Co-Writer) & Jessica Pester (Art Director & Co-Writer)
Hasbro challenged us to create a party game that gets young adults off of their phones. So we made a game that everyone's already playing, except we replaced their phone screens with playing cards. Think Clue meets The Hangover.
From the Game Makers: Nechama Muchnik (Co-Writer) & Jessica Pester (Art Director & Co-Writer)
Figuring out what happened after a night out with friends is today's version of a murder mystery. Except instead of finger prints and murder weapons, the evidence of what happened lives on our phones.
So we designed a game that replaces phone screens with playing cards, staying true to our mobile-addicted audience, while giving them a chance to unplug.
The objective of the game is to figure out last night's fictional sequence of events (Person, Place, and Mayhem) before players run out of battery lives.
Here's a closer look at Person, Place, and Mayhem cards.
In order to figure out what happened last night, players work together to interpret clue cards handed to them by another player: the silent but omniscient Eye Cloud.
Clue cards parody Snapchats, Venmo receipts, and phone contacts. All the images used in the clue cards were acquired during a night out for "research and development."
To launch What Happened Last Night, we'll partner with diners where groups of friends are already rehashing their nights, over hash browns.
One stay at Virgin Hotels and you'll feel like you're Sir Richard Branson, and according to our research, that’s what the people want. So we built an integrated campaign around the enigmatic man himself, serving up a taste of the uber wealthy, albeit eccentric, lifestyle to prospective guests.
TALK BRANSON TO ME Before traveling, it's always a good idea to brush up on the local language. That's why we created a Duolingo course that familiarized people with the Branson basics.
BRANSON MY RIDE
One of the many luxurious features of staying at Virgin Hotels is being chauffeured in their Tesla house car. Instead of simply sharing this fact on our social channels, we partnered with Uber and brought the people uberBranson. For the same price as an uberPOOL, you could test drive the Virgin Hotel experience.
ANTIQUING If you're an eccentric billionaire, everything's for sale (extremely rare artifacts included). As a stunt, we placed price tags on dinosaur skeletons and other priceless artifacts in natural history museums.
DIY ISLAND To help our audience get into the Billionaire headspace, we offered them the opportunity to design a private island of their very own. People were directed to this page held on Virgin Hotel’s site through sponsored social posts.
One in four major cities is running out of fresh water, but most people don’t appreciate the scope and severity of the issue, least of all tourists who travel to those effected cities.
We know that when tourists travel to foreign destinations, they often purchase picturesque postcards. What if these postcards communicated more than just, “Wish you were here”?
Crisis Cards is a series of water-activated postcards representing the 12 most endangered cities. With the application of a drop or two of water to the front and back of the postcard, a hidden distress message, which conveys the urgency and reality of the global water crisis, will reveal itself.
Our audience spends most of their day answering to other people. 305 Fitness gives them an hour to answer to themselves. And lets them be extraabout it. So we produced a campaign about the alternative “fitness transformation” that takes place at 305, introducing our audience to their badass alter-egos.
BRB, GONE GUERILLA To get the word out, we placed mysterious "invites" in cabs & ride shares.
We also covered target neighborhoods with stickers. We knew we had gained traction when we were awarded a Cease & DesistOrder from the city.
We took to crowded parks during lunch hour and left trails of women’s work clothes suggesting the superhero-like transformation that takes you from your 9-5to 305 self. Onlookers stopped in their tracks to snapchat and Instagram.
We graffitied popular running paths (aka 305's "competition") with chalk spray.
We also launched a city-wide search to locate the other you. (Hint: she’s waiting at 305.)
TRANSFORMATION STATION We brought the campaign to life with a pop-up Transformation Station where we hosted free makeovers to bring out people's other selves. To make this happen on our tight budget, we rented a moving truck that we parked in front of the studio (a little pink turf and fake flowers go a long way).
TEXT SUPPORT To engage with the audience we built on Instagram, we offered up highly sought after Text Support from their alter egos. While we can't share the participation here due to the personal nature of the advice, people were really into it.
IN-STUDIO LAUNCH PARTY The campaign culminated in a weekend-long party, hosted at both NYC locations.
We worked with an artist to create this front desk painting; we helped decorate the studio; we created special edition apparel; and we helped curate and style talent.
We teased the campaign by renaming classes (see right screen).
We renamed our clients to reflect their alter-egos, and snapped before-and-after polaroids to show “the other you” transformation.
We also invited clients to write letters of advice to their future selves from their alter egos.
Our audience was really able to connect with the campaign. Here is some unsolicited feedback we received.