This campaign was purposefully shrouded in secrecy. It’s only right I uphold that here. We were tasked with increasing lemon sales in the Denver area by eliciting the following reaction: “WTF… lemons!?”
We contemplated its flavor—so intense that your eyes water at the sheer idea of biting into it. A mere zest will transform a dish. Lemons are powerful, we determined. Maybe far more powerful than we know…
Lemons
Posters
Plastered around the city, we teased out the mystery.
Social
Strange, lo-fi shenanigans kept the ball rolling.
ART DIRECTION: LUCIA WEILEIN
CREATIVE DIRECTION: WALT BURNS
FRONT COVER
INSIDE
CLIENT: CAN’T SAY
AGENCY: BROADHEAD
Coupon book
Rockies fans leaving Coors Field were given coupon books to find lemon-inspired dishes around town.
Of course we filled it with lore.
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Landing page
At last, we introduced ourselves on SeeTheSublemonal.com
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FAQ section
At last, we explained ourselves. Sort of.
Not to mention
Influencer collabs, premiums, OOH, and just a barrel of wonderfully dumb nonsense.
