Millennials and Gen Z-ers crave authenticity. For Burger King who has been cooking with fire since 1954, its mark of authenticity is seared onto each and every one of its burgers. So we decided it was time that Burger King officially take ownership of flame grilling—by trademarking its iconic 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 their phones. So we turned their phone apps into clue cards, and made a mystery-solving game with the objective of figuring out what happened the night before. It’s a modern-day 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 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 the tourists who travel there.
In response to this lack of awareness, we created Crisis Cards:a series of souvenir postcards for tourists to purchase in any of the 12 most challenged cities. The prescribed application of a drop or two of water to the postcard will expose a hidden distress message, revealing the date in which that city will be left barren of fresh water.
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.
Client: General Mills
We created these adorable animations to accompany the President of Cereal’s Annual Address to all of General Mills’ employees.