Daffy's Print UNDERGROUND PUZZLE by Johannes Leonardo

UNDERGROUND PUZZLE
The Print Ad titled UNDERGROUND PUZZLE was done by Johannes Leonardo advertising agency for Daffy's in United States. It was released in Apr 2010.
Advertising campaign for Daffy's

Daffy's: UNDERGROUND PUZZLE

Brand
Daffy's
Media
Print
Released
April 2010
Posted
April 2010
Market
United States
Industry
Business equipment & services, Corporate Image
Agency
Johannes Leonardo
Account Supervisor
Matt Ahumada
Photographer
Tom Hines

Credits & Description:

Category: Viral Marketing

Advertiser: DAFFY'S

Product/Service: DAFFY'S

Agency: JOHANNES LEONARDO

Date of First Appearance: Apr 5 2010 12:00AM

Entrant Company: JOHANNES LEONARDO, New York, USA

Entry URL: http://www.johannesleonardo.com/entries/puzzle

Executive Creative Directors: Jan Jacobs/Leo Premutico (Johannes Leonardo)

Agency Producer: Matthew Mattingly (Johannes Leonardo)

Account Manager: Frederique Nahmani (Johannes Leonardo)

Art Director / Designer: Emmie Nostitz (Johannes Leonardo)

Art Director / Designer: Ferdinando Verderi (Johannes Leonardo)

Account Supervisor: Matt Ahumada (Johannes Leonardo)

Photographer: Tom Hines (Tom Hines Photography)



English Synopsis

Does an online idea need to begin online to become one? For our client, Daffy’s, we knew weren’t top of mind for the younger consumer. But we knew where they were, what they carried with them, and what would get them engaged. So we created an image that was so explicit it could never exist in traditional media. We cut it into 40 pieces and posted those pieces in subway stations along our demo’s daily commute, with a cryptic call to action of #undergroundpuzzle. By using Twitter as a hub to aggregate contributions our idea resonated with a select group, enticing them to publish our “unpublishable” image online.