Case Study

We created nine different projects that rhyme with “MailChimp.”

Inspired by the now-famous mispronunciation of “MailChimp” in the credits of hit podcast Serial, we developed nine different mini campaigns using the brand’s own model of sharply targeted marketing to reach potential customers.

The Art Films

We didn’t make commercials. We make three surreal short art films, teased with OOH and played before features in movie theaters nationwide.

MailShrimp

KaleLimp

JailBlimp

We made waves in the music world.

VeilHymn

A collab between Blood Orange’s Dev Hynes and Solange-favorite Bryndon Cook quickly racked up over 1.3 million streams and got glowing reviews from Rolling Stone and Pitchfork, to name a couple.

WhaleSynth

Our whale-sound synthesizer caught the attention of noisemaker Brian Eno.

We fed the need for snack innovation.

FailChips

Bodegas and delivery drivers shared 200,000 bags of broken potato-chip crumbs with lucky snackers, while PopSugar called our FailChips one of the best new snacks of 2017. We even inspired a real knock-off brand in Indonesia.

And we took on fashion and beauty.

MaleCrimp

MaleCrimp, the new hair trend we debuted during New York Fashion Week, found its way into French Vogue and The New Yorker.

NailChamp

Influential nail artists battled to be the NailChamp online.

SnailPrimp

SnailPrimp brought snail facials to beauty influencers in Los Angeles.

When people searched our projects, they found MailChimp.

🔥 Why it mattered

988M earned media impressions
4 MINS per engagement (double the industry average)
67M organic searches
29% ↑ in MailChimp visits

🏆 Recognition

Cannes Lions
Grand Prix (Cyber)
Silver (Integrated)
Bronze (Film Craft)
Bronze (Promos & Activations)

One Show
Best in Discipline (UX/UI)
Gold Pencil (Integrated Branding)
Gold Pencil (Broadcast/Short Form Campaign)
Gold Pencil (Innovation in Branded Entertainment
Gold Pencil (Cross-Channel/Digital/Physical)

Effie Awards
Bronze (Software & Apps)

Shots Awards
Gold (Branded Entertainment of the Year)
Gold (Best Use of Music in a Commercial)
Silver (Integrated Campaign of the Year)

British Arrows
Silver (UK Campaign)
Silver (Digital Services)
Silver (Best over 30 and up to 60 second)

CSS Design Awards
Site of the Year - Best Interactive Site with Sound (WhaleSynth)
Site of the Day - VeilHymn

Other
Entrepreneur Magazine’s 100 Brilliant Ideas – #1
AdWeek’s “The Best 25 Ads of 2017”
Most Contagious Campaigns of 2017
Vimeo Staff Picks (VeilHymn)
Marie Claire’s “Best Songs of 2017” (VeilHymn)
FWA Site of the Day (x2) (VeilHymn and WhaleSynth)
AWWWARDS Site of the Day (VeilHymn)
AWWWARDS Honorable Mention (WhaleSynth)

select press

Rolling Stone • Fader • Vulture • Hypebeast • Noisey • NYLON • Paris Vogue • Comm Arts • Teen Vogue
FastCo • Forbes • Entrepreneur • NY Daily News • Washington Post • The Laughing Squid • The Drum • It’s Nice That • Fortune

creative team

Art Directors: Katie Willis, Matt Rogers
Copywriters: Ryan Snyder, Julie Matheny
Designers: Nate Moore, Devin Croda
Creative Directors: Neil Heymann, Don Shelford
Agency: Droga5