UNDERGROUND PUZZLE by Johannes Leonardo for Daffy's

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UNDERGROUND PUZZLE

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market United States
Agency Johannes Leonardo
Photographer Tom Hines
Account Supervisor Matt Ahumada
Released April 2010

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.