IHOP came to us wanting an idea to promote their new line of juicy, gourmet burgers. For people to really notice burgers from a pancake house we needed a very big and very dumb idea to break through.
Enter IHOb
Below is the case study on how it all played out.
One ridiculously simple Tweet of flipping one letter caused the entire internet to flip out.
Below are some of my favorite reactions from celebrities, meme stars, and random internet friends.
Some other brands even joined in on the fun
After the pitch, where IHOb was born, we were placed on another brief.
Nick and Chico, the team that proceeded us, did a great job of executing and rolling out the rest of the campaign.
They're the guys behind the super funny spots that made everything feel believable.
We got a ton of press and even won a few awards.
My biggest claim to fame is being inshrined in a New Yorker cartoon.
Written up in:
New York Times, Washington Post, NPR,
USA Today, ADWEEK, Forbes , TIME
and
Wharton School of Business even dedicated their weekly podcast to us.
Awards:
Cannes / Silver / PR Retail / IHOb
Cannes / Silver / User Engagement / IHOb
Cannes / Shortlist / Media Use of Stunts / IHOb
One Show / Silver / Social Engagement / IHOb
One Show / Silver / Single Social Post / IHOb
One Show / Bronze / Events & Experiential / IHOb
One Show / Merit / Integrated PR Campaign / IHOb
D&AD / Wood Pencil / Integrated: Earned Media / IHOb
D&AD / Wood Pencil / PR: Product Launch / IHOb
D&AD / Shortlist / Use of Social Media / IHOb
Clio / Bronze / Social Media / IHOb
Effie / Gold / Carpe Diem - Services / IHOb
Effie / Gold / Restaurants / IHOb
AdAge-Creativity Awards / Tiny But Mighty / IHOb
Worked With:
Executive Creative Director -
Matt Ian (Concept) // Scott Bell (TV Spot)
Creative Director -
Dan Kelly, Todd Rone Parker (TV Spot)
Writer - Craig Gerringer (Concept) // Nicholas Bauman (TV spot)
Art Director - Christian Chico (TV spot)
Designer - Nate Moore