meg - senior art director
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Breathable Bacon

To mask or not to mask, that is forever the debate. But if said mask smelled like bacon maybe, just maybe, people could unite over their love for bacon and possibly even agree to inhale it too.

Recognition:
1 Shortlist at The One Show
4 Shortlists at The ADC Awards
1 Shortlist at New York Festivals Advertising Awards
2 Gold at ADDY Nationals
Best of PR, 3 Gold, 3 Silver & 1 Bronze at MN Adfed's The Show
2 Gold, 1 Silver at ADDY Districts
2 Gold at The FAB Awards

Case Study

We bring you BLACK LABEL™ BREATHABLE BACON — the world’s first-ever bacon-scented face mask. The campaign earned over 1.4 billion media impressions, over 41.5 million social media impressions, 511,000 visits for a chance to whiff at BreathableBacon.com and 10,000 meals donated to Feeding America — all by turning an appetite for bacon into an appetite for masks

 

Product Packaging

Our custom packs were designed to mimic Black Label Bacon products, featuring a description of its flavor, instructions for safe use, and certification from the USDKN —the United States Department of Knowledgeable Noses.

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Launch Video

 

The Coverage

 
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AGENCY: BBDO MPLS
ECD: TIM MATTIMORE
CD: NAT RESENDE, DAVID MACKERETH
CREATIVES: MEGHAN RONGITSCH, MATT CERMAK, BRIT RYAN, JOANNA STUBBINS
PRODUCER: PETER MCLARNAN