ADVERTISING

Big Brothers Big Sisters

The Florida Man Project

Agency: 22squared

Description

Clickbait has a negative association, tricking people into clicking on wild and crazy stories or images. In this unique campaign, Big Brothers Big Sisters of Tampa Bay is using it in a positive way to surprise people and grab their attention. The initiative enlists the help of the often ridiculed, wacko ‘Florida Man’ himself, by letting him do what he does best: bring the crazy. When eager users click, to have another laugh at the Florida Man’s expense, they are instead surprised with a rewarding mentorship experience. The initiative piggybacks on actual trending Florida Man headlines, to leak equally outrageous Florida Man headlines created by 22squared. The message is also being pushed out organically with replies in the comments of actual trending Florida Man stories across social media. 22squared is using donated native content to specifically geo-target Tampa area men.

This professional campaign titled 'The Florida Man Project' was published in United States in May, 2017. It was created for the brand: Big Brothers Big Sisters, by ad agency: 22squared. This Digital medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 5 years ago.

Credits

Advertising Agency: 22squared
, Tampa, Florida, USA
Chief Creative Officer: John Stapleton
Executive Creative Director: Kevin Botfeld
Creative Director: Matthew Zaifert
Copywriter: Matthew Zaifert
Art Director: Jason Roberts
Producers: Sarah Suits, Sara Haun
Media: Lindsay Apperson
Senior Business Affairs Manager: Jo Ella Mathis
Director: Daniel Herman

Editorial Company: Slice
Editor: William Rossiter
Sound Design: Marmoset

ADVERTISING

iStock Essentials

Video of big brother helping his...

Artist: gpointstudio

iStock Signature

Brother and toddler sister playi...

Artist: pabst_ell

iStock Signature

You promised to let me score!

Artist: PeopleImages

iStock Essentials

Growing Up as Friends

Artist: shironosov

iStock Signature

Mother and her two kids playing ...

Artist: freemixer

iStock Essentials

Funny small children brother sis...

Artist: fizkes

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.