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2016 One Show - Social Media

Mayhem DIY

Agency Leo Burnett / Chicago

Client Allstate Insurance Company
BACK TO RESULTS

Annual ID

SM16009B

About the Work

Last year over 6 million people damaged their own homes while doing DIY repairs. People like to treat it as a joke, especially on social media, but that only diminishes the fact that it’s a real threat. To prove how real a problem it is, Mayhem found four real people who posted real DIY fails, and brought them into a contest to find the worst DIYer in America. He called them out on social media and played them on TV. Meanwhile people voted on Twitter, while the DIYers tools were given away. The winner was announced during the biggest night in college football. During the College Football National Championship game, Mayhem played the winner Caleb Gauff, in a commercial, warning the nation to “Protect yourself from Mayhem, like you.”