One Show - Shortlist (2)
ADC shortlist (2)
Communication Arts winner
Adweek Experiential Award
New York Festivals - Bronze

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Background:
We saw Nike was re-releasing the Air Max Bacons for the first time in 17 years. Naturally, as the King of Bacon, we had to get something sizzlin’.

Idea:
Oscar Mayer is the original bacon hype beast, so to celebrate this special occasion, we created the world's first bacon scented shoelaces that were literally cold-smoked with actual Oscar Mayer bacon, giving them an authentic fresh from the skillet smell. For the chance to cop a pair, consumers simply had to tweet with the hashtag #OscarCookMyKicks.

Results:

- 643MM Impressions off of one tweet

- 416 earned media placements including Hypebeast, Thrillist, Adweek, Delish, Mens Health and Trend Hunter.

- 63k laces requests
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Role: Creative