While everyone plans for the Super Bowl—from brands to fans—no one really plans for the day after. People are hungover, call in sick, and fans of each team are reveling in victory or coping with defeat.
7-Eleven would own the day after Super Bowl LIII, delivering everything the winners and losers would need to recover from Super Bowl LIII. And to further help the fans of the Patriots and Rams, we’d discount recovery items to a mere 53¢ in honor of LIII.
THE DAY AFTER PRINT ADS:
On Monday morning we hit Boston and L.A. with two, full-page ads in the Boston Globe and the L.A. Times. Both open letter-style ads were a tribute to the fans, their cultures, and to their hangovers. Just read the damn things. They’re hilarious.
OWNING THE DAY AFTER ON TWITTER:
We spent the day after the Super Bowl hanging out on Twitter, reaching out to anyone who could use some help with the win, loss, or hangover.
7-Eleven created a delivery app called 7NOW and needed to deliver the good news. NYC and LA were our launch cities, so we used the nostalgic “7” and gave it’s color palette a boost to boast our new service. Our contextual OOH showcased our variety in real-life scenarios, like the necessary hangover needs, and the occasional munchie craves. We followed up with social and digital videos with stories that cater to the bizarre and interesting orders our 7-Eleven users place.
Uniqlo asked us to think of a fun and engaging way to introduce their brand to its new home in New York City. We wanted to do something different and something social with the modern Japanese brand, so we looked to its confident, tech-savvy persona to develop a thought:
What if we combined American Idol and the Facebook "Like" feature and brought them into a dressing room?
We'd have social fittings.
In an open, interactive and universal forum, we'll introduce New York and the world to the modern Japanese brand.
Sol Republic was created to be more than a headphone company. Beyond the constant new product releases, including Calvin Harris' new Master Track Studio and the Deck wireless speaker, Sol Republic had a huge EDM following. We knew that the brand needed to better establish itself in this underground culture, so we created a brand campaign that spoke to the innate truth in music; to the primitive variables that made people feel and act differently.
Music Made Me Do It was the beginning of something raw and real, and completely different than the "popular culture" so many other brands were after. To get this idea going, we started with a book. One that told the story, spoke the voice and showed our vision.