OFF-GUARD GIGS

Role: Executive Creative Director

With summer coming up Right Guard needed to get closer to 25-44 year old men who had no affinity to the brand. With Music playing a huge part in their lives we partnered with Yahoo Music and created The Off-Guard Gigs. Giving fans the chance to win an up close and personal gig, in a venue so intimate, you really did need a 24 hour deodorant. The exclusive content was then posted online and shared through fan sites, blogs and the bands own websites. Over 6 years the van popped up in festivals across the country, with over 200 gigs and interviews, generating over 20m views, with no paid media support.

Winner - Campaign Big, MAA, DMA