Would you delete all your Instagram pictures for the chance to take new ones around the world? That’s what people did to enter our All You Can Jet Sweepstakes, which offered winners unlimited JetBlue flights for a year.
Results: $2.5 million in earned media, 1,000+ organic news placements and 1.2 billion impressions.
30,000 people cleared their Instagram to enter our sweepstakes.
Then they let us know what they’d do if they won, turning their feed into an ad for us.
To get even more buzz at launch, we cleared @JetBlue’s IG feed
Bigoted politicians were introducing hundreds of anti-LGBTQ bills, but their official government communication was still fax. So we put up “bill-boards” at the NYC Pride Parade that let people jam up their fax machines with steamy excerpts from queer novels.
Results: 3 million faxes sent, 214 million earned impressions with $0 media spend, and 15 bills buried. It also won at One Show, got five Golds at the Anthem Awards and picked up industry press.
Along with the steamy excerpts, we included this cover page that explained why we were clogging their fax machines.
It gives me great joy to think about how mad they were when they read this.
The FuelBand was a wearable that tracked your activity and let you compete against friends on Nike+. As lead writer I wrote the majority of the copy on the app and website, and collaborated with an amazing team of technologists, designers and coders to bring this monster to life.
Results: This was covered by every major press outlet and won the highest awards in the industry, including two Grand Prix at Cannes and Best of Show at One Show.
The experience was fully dynamic, so each day you’d get different messaging according to how active you were. For each line of copy you see here I wrote hundreds more that were used.
You could collect badges to show off as you progressed through the experience and hit your goals
You could also track your activity on the mobile app, where we created a celebratory character named Fuelie.
If you hit your daily goal a few days in a row, Fuelie would show up and do a dance to help you celebrate. What a silly little guy!
Most brands on social aren’t really saying anything. So to re-launch Cini Minis, we typed gibberish for 24 hours. Twitter went crazy with speculation before we announced it was because Cini Minis are sticky and make it hard to type.
Results: At the time of publishing, this was the best performing organic tweet in Burger King’s history. It was also named Tweet of the Week by Adage and got press outside the industry, all with no media budget.
It was an impossible brief: do something famous for no money. So to help New Yorkers get off dating apps and find true love, we partnered with Social Tees Animal Rescue and put 10 of their abandoned dogs on Tinder.
Results: With $0 budget or media spend the project got press in 96 countries, helping all 10 dogs get adopted. It also won at One Show, snagged a couple Webby’s and made it into Communication Arts.
Some things you don't want coming back. Some things you do.
To get people excited that Cheesy Tots were coming back to Burger King, we brought back relics from the 80s — brick phones, mullets, neon spandex, everything that people don't want coming back.
Most New Yorkers can’t be bothered. But when a vacation to Bermuda calls to tell them all the things they can do there and that it’s only two hours away? Well, that’s a different story.
Century 21 agents are relentless. So to honor their top performers, we created Mettle Trophies — made from metal yard signs of homes they went above and beyond to sell.
We worked with origami artist Beth Johnson to create the design, landing on a salmon because just like the agent, they go against the current and give it everything they have.
Ad awards are one big circle jerk. So I decided to take the piss out of them with the Handys, the world's first award show where you could award yourself. All you had to do was shake your phone like there's no tomorrow to win one today.
Results: Much to my relief, people loved it. The Adweek write-up was one of their most popular articles of the year. It was also picked up by ad press around the world.
CREDITS
CCO: Evan Maranca, Soheil Oliaei
ECD: Evan Maranca, Soheil Oliaei
GCD: Evan Maranca, Soheil Oliaei
CD: Evan Maranca, Soheil Oliaei
ACD: Evan Maranca, Soheil Oliaei
Senior Copywriter: Evan Maranca
UX/Product Design: Soheil Oliaei
Designer: Soheil Oliaei, Ben Alasuvanto
Developer: Kristian Josef Delos Reyes
Shake your phone to give yourself a Handy. The more you shake, the more prestigious your award.
When I was laid off during the pandemic the only thing harder to come by than a new job was toilet paper. So I decided to print my ‘Shitty Portfolio’ on a roll of TP and sell it for the price of my salary. A roll for a role, if you will.
Little Black Book Online, AgencySpy, PR Week and Reel 360 were nice enough to cover it.
Greyhound was expanding their service and upgrading their fleet. To spread the word, we launched an out of home campaign that ran in key markets throughout the country.
The Sourdough King is two beef patties with all the fixings on sourdough bread. So is it a burger or a sandwich? We weren't sure, so we turned a Burger King into a formal debate stage and asked our customers to decide for us.
To move the debate online we created polls on social.
