The powerful visuals from the campaign communicated just how painful it is for people with celiac disease to eat food that contains gluten. Each video finished with the tagline, “You see food differently when you suffer from celiac disease.” We partnered with BuzzFeed to distribute the videos, and all of the content drove to the custom microsite. The microsite served as a content hub featuring disease facts and statistics, the videos, and a powerful call to action to support celiac disease sufferers and the quest for a cure. To tie it all together, a faux pop-up bakery called Celenia’s Cupcakes was set up in Boston’s South Station. The cupcakes looked normal enough, except that they were covered in things like scorpions, matches, thumbtacks, nails, and antifreeze. The experience was designed to educate, raise awareness, and inspire compassion for sufferers of the disease.
BMW Motorrad USA
BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.
