Campaign · Culture Hack
Mailchimp: Did You Mean?
A massive, mysterious, multipart campaign built on nine things that rhyme with Mailchimp, each one engineered to make people stop, wonder, and search.
Marketing is not about reaching everyone. It is about reaching the right ones.
When Mailchimp asked us to introduce it to the creative class of small-business owners it could help, we needed an idea odd enough to make a media-savvy audience look twice. So we made nine of them: FailChips, MailShrimp, JailBlimp, VeilHymn, KaleLimp, SnailPrimp, WhaleSynth, NailChamp, and DialPrimp. Each rhymes with Mailchimp, and none of them mention it directly.
Films, snack packaging, a fake band's album, posters, products that were briefly real: the campaign spread across culture with no logo in sight, then paid it off with a search. Type any of them into Google and it asked, did you mean Mailchimp?
Studio: Droga5, New York
Client: Mailchimp
Scope: Multipart cultural campaign, film, product, packaging
Recognition: Cannes Lions Grand Prix, 2017
Year: 2017