The Misery Index
Format: Digital & Social Campaign c.2018
A contextually-aware, micro-localized digital campaign gasped and giggled future fans and proved that there are no boundaries in advertising.
What's worse?... “Your Ex Winning the Lottery” or “Your Daughter Landing a New Job at a Strip Club?” These are the things one must contemplate when playing the new game show called The Misery Index on TBS, featuring Jameela Jamil and the stars from Impractical Jokers. TBS challenged us to come up with our worst for some extremely targeted ad placements and we were happy to let our minds go where most advertising wouldn't dare.
Site placements were key for developing custom creative that provided maximum impact and drove awareness of the new game show. The novel and perceptibly innocent style of stick figure character animation couldn’t keep viewers safe from billboards over strip clubs, subway and toilet placards, and even site-specific banner ads that were gamified! The challenge for us became: how far is too far?
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