the fat jewish - blu pledgeworld
Alcohol and tobacco companies perpetually struggle with direct marketing as they are heavily regulated by the government. Blu is no different. In an effort to create awareness for their product, Blu launched an enormous campaign entitled, “Pledge World”, where they committed millions of dollars to making people’s “pledges” come to life.
As the highest profile ambassador, The Fat Jewish was approached to create his own pledge, and lead an ambassador campaign that would ultimately drive viewers to an owned and operated media hub at www.pledge.world where people would upload their pledges in hopes that they would be selected by Blu as a winner, bringing their pledge to life.
Instead of traditionally satisfying the request, we decided to go second level. We wrote a scenario where The Fat Jewish was to conquer all his fears at once. We created a fan engagement model where we would ask followers of The Fat Jewish to vote on which of his biggest fears he would take on at once. The results came in and the production team went straight to bringing the scenarios to life.
At the end of the day we’re left with the best piece of media Blu ever made.