NON-FILM HIGHLIGHTS
SAN FRANCISCO GIANTS: PRIDE
With the launch of our new tagline, “It Doesn’t Get More SF,” we set out to prove that an MLB team can embody everything that makes San Francisco such an amazing place. That includes supporting the LGBTQ+ community.
So on June 5th, 2021, the Giants debuted our specially designed uniforms, becoming the first team in Major League Baseball to wear the rainbow flag as part of their on-field attire.
The re-designed uniforms debuted during Pride weekend and received an outpouring of love from CNN, ESPN, Washington Post, Out Magazine, NBC News, SF Chronicle, CBS News, USA Today, and countless other publications.
SIM CITY: LET’S ALL BE MAYOR
How do you get gamers excited about a PC franchise from a different era? In the case of SimCity, you completely reinvent the game demo, inviting fans from all over the world into a live social experience where everyone plays together in real-time. We called this seven day event "Let's All Be Mayor."
This was WAY before Twitch. So yes, we basically invented Twitch.
In just seven days, Let’s All Be Mayor boasted:
~ 1.3 Million video views
~ 3,000 tweets an hour
~ Almost 400,000 votes pouring in from every continent on the planet
~ An unprecedented 27-minute average visit
THE PROMO
HOW IT ALL CAME TOGETHER
HULU: LYING TO GET THE PART
According to a recent study, 40% of people lie about watching shows and movies to fit in. So we decided to shine a light on the behavior, offering up Hulu as the solution for those not in the know.
We invited unknown actors to audition with Aaron Paul to see if they would lie to his face about having seen his new Hulu show, The Path. The social experiment was honored by both The One Show and the London International Awards
CHEETOS: THE ORANGE UNDERGROUND
Cheetos arrived at Goodby in need of a drastic makeover. So we transformed the kid-friendly brand into an adult-centric snack, turning their fun-loving animated mascot into a creepy British puppet while simultaneously launching a mock-subversive movement called "The Orange Underground." Yeah, pretty standard stuff.
The campaign began with a TV spot that guided viewers to OrangeUnderground.com
Upon arriving at the site, users discovered a bizarre looping video that randomly changed every time they viewed it, along with instructions on how to join the organization and wreak havoc with Cheetos.
Not only did the campaign win numerous awards, but sales increased 11.3%, nearly double the target, and Google searches for Cheetos jumped 850% over the next year.
Below is a synopsis of the entire campaign.
CHEETOS: CHEETOPIA
Cheetos eaters have short attention spans, so we developed a bizarre website to house a variety of games, videos, apps, and tools. In total, we created over 25 pieces of original content, all housed within a lazy susan-like nav made of old TV sets. Below is a short film that sums up the experience.
EXAMPLES OF CONTENT:
24/7 Cheetos Eating Channel:
A shockingly popular stream where viewers watched strangers eat Cheetos.
The Cheetos Look-A-Like Analyzer:
A tool that determined whether your Cheeto looked like William Shakespeare or Bea Arthur.
The Legend of the Cheetocorn
One of the dumbest 8-bit games ever created.
The site’s interface was built and shot practically.
CHEETOS: THE BILLION MINUTE BREAK
Cheetos wanted to encourage people to goof off more at work. So we launched a digital effort that incentivized just that by gamifying the act of doing nothing. Partnering with Meebo (later purchased by Google), we kept track of how much time participants spent on time-wasting websites and rewarded those who did the least amount of work from 9 to 5 – offering trophies, badges, custom paper-Chesters to print out and build, exclusive content, and even self-portraits made entirely out of Cheetos. The effort tallied over 440 million minutes in just a few months. That's a lot of high-grade unproductivity right there.
The Billion Minute Break Landing Page
(Click To Play)
The Status Page
Paper Trophies
