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.
Digital advertisement created by 22squared, United States for Big Brothers Big Sisters, within the category: Public Interest, NGO.
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