Spread The Feeling

The standard brief we get from Philly is “get people to make cheesecake” – and the holiday briefs are usually no exception. The one thing that set this year apart from all others was the fact that there was no cream cheese on the shelves.

The brief then became, how do we spin this untimely shortage into a feel good holiday campaign? So we did the one thing no one ever expected us to do. We paid people NOT to make cheesecake.