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Category
Consumer - Integrated Branding / Integrated Branding
Annual ID
CP16010S
About the Work
In 2015, Netflix tasked us with launching yet another season of their show House of Cards. But how do you launch a fictional political thriller when real politics are stealing the show? On the biggest night in political history we merged fiction and reality. When 30 million people tuned into watch the Republican Debate, we hijacked the event with a political ad for a new candidate: Frank Underwood. The advertisement was just the beginning. A website offered voters a deeper look into the Underwood campaign, with hidden easter eggs, campaign gear, and a tool where people could support his campaign on social media by saying “FU” to their issue of choice. The Underwood campaign was instantly a trending topic globally on Twitter and Facebook, received over 6.1 million video views in the first 24 hours, and has 6.6 billion impressions to date.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
BBH NY / New York
Allied Advertising / New York
Design Firm
North Kingdom / Los Angeles
The Refinery / Sherman Oaks
Digital Agency
Ralph / New York
Production Company
Reset Content / Santa Monica
Birds + Stone / New York
The Mill / New York
Exile / Santa Monica
Sound Lounge / New York
Chief Creative Officer
John Patroulis
Ari Weiss
Creative Director
Dave Brown
Daniel Bonder
Director
Wally Pfister
Editor
Matt Murphy
Executive Creative Director
Gerard Caputo
User Experience Designer
Kelly Bignell-Asedo
Agency Producer
Carey Head
Kate Morrison
Christina Carter
Simon Joseph
Creative Team
Alexandra Sobiecki
Taylor Marsh
Music / Sound
Tom Jucarone
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