The epic play date, extended version - we co-created the song "Sun blows up Today" With the flaming lips to be the soundtrack of the campaign. A :60 version of the epic playdate ran just prior to super bowl kickoff.
This is the case study of the full campaign; website, social, Etc and downloadable single.
EPIC TIMES SQUARE TAKEOVER, WITH THE ARTIST JEREMYVILLE.
Problem: there are a lot of SUVs on the road. the market is oversaturated with the usual suspects. How do you break through to get on people's consideration set?
Insight: If they're shopping Hyundai, our buyer is willing to go against the grain. further research revealed that these families are evolving and the gen-xers are coming into their own. dad rocks out to Iggy & nirvana and mom has a little streak of blue in her hair and a tattoo under that summer dress. these families aren't into outsourcing their kids childhood with accepted corporate spoon-fed experiences, but rather, they want to initiate them into their own exuberant values and sensibilities - basically do fun stuff, together.