Arby’s now has Coke
The Idea :
We needed to break huge news for two iconic brands––and had to make sure it didn’t fly under the radar. So we delivered a creative idea at a scale that couldn’t be ignored–proven by the two Guinness World Records we received for the world’s smallest and largest ads ever made. All to deliver the simple message: Arby’s Now Has Coke.
The tease :
We began the brand activation literally seeding our big announcement with a teaser on an actual sesame seed. We partnered with Georgia Tech’s world-class nanotechnology lab to figure out how to print an ad less than 40 microns wide on the surface the seed with the message “A big announcement is coming. This isn’t it.”.
We displayed the sesame seed with the official world’s smallest ad, and an insanely high-powered microscope, at an Arby’s in New York City to kick off the activation and get people talking about what could be next.
The announcement:
Through data-driven insights, we knew the core of the Arby’s audience was based in the heartland of America. So instead of the typical focus on large markets, we looked for someplace that would truly resonate with our audience.
We created the world’s largest ad by placing an eight-ton sheet of vinyl on a farm in the smallest town in America. Monowi, Nebraska population 1. It was over 5 acres in size and visible only from the air.
The final reveal was an enormous ad with just four simple words “Arby’s Now Has Coke”.
The results :
The activation received over 4 million daily media impressions the week of the final reveal, with placements in nearly 200 media outlets. Most important of all, the absurdity of the delivery of this big announcement’s message was a HUGE hit with the Arby’s fanbase.
“Arby’s went incredibly small, then incredibly big...and it worked.”
— PR Week
“That is actually a really, really, big announcement.”
— Daily Mail UK
“Wow, that’s a big ad..”
— NBC 5 News, Nebraska
“Guinness World Records Approved.”
— Adweek
Team Project :
Partners :
My role :
Creative Director involved in concept development. Lead the NY shoot. Oversaw all final social content development and launch.