Social advertisers don’t just have to compete with competitors on a users feed, they have to compete with their friends, families, and interests. The best way to stand out as an advertisement is to blend in as an interest. Stop selling, and start engaging as a fellow fan.
Arby’s began making nerdy content using the food, and materials found in store such as the packaging. Arby’s is still the master of meat craft, but they’ve begun to stand out with their nerd craft, and they authentic way they approach and talk with their audience.
The actual papercraft is done by either myself, or the senior designer on my team, Scott Hunt.