Case Study 5:

Challenge

Ferrari taste on a Hyundai budget

With a very very low budget our mandate was to digital campaign that can target and reach masses for the release of the movie in 2 weeks. We hit the ground with a grass roots approach. Utilizing the plot as the foundation of the concept “Don’t Legalize it” to build social buzz. The movie is about “the boys” trying to stop the legalization of weed as it’s going to kill their own illegal pot selling business. We build a grassroots “Don’t legalize it” poster which was plaster across the country. Making it look like it was designed by the trailer park boys themselves it had a photocopy look, so we built the poster and had it photocopied to keep the authentic look.

It had tear off tabs telling to user to go the a URL and sign the petition to stop the legalization. The site itself was also designed to look like they had built it themselves. We decided to built with early 90’s web 2.0 look to keep the authenticity of the campaign. The buzz of the campaign drove buzz and social exposure through the roof. It was a major success.