2023 JIIVY©
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Arlene's Big Leap

For Leap Year 2020, our team had an epiphany: If you were born on February 29, 1936 the calendar has royally screwed you out of a birthday every four years making you only technically 20. Until Leap Day that is: Your 21st birthday and YOUR FIRST LEAGAL DRINK!

We sold the idea to Ryan Reynolds and his team over at Aviation Gin and partnered with his talented team at Maximum Effort who pulled off the production in a weeks time and made an appeal for the oldest 21 year olds in America.

Enter, Arlene Manko.

TOTAL OF $5 MILLION IN MEDIA VALUE GENERATED

OVER 5 MILLION VIEWS

84% OF ENGAGEMENT & REACH CAME FROM EARNED MEDIA, WITH ZERO PAID SUPPORT

NAMED AD OF THE DAY BY

AD AGE AND ADWEEK

ARLENE’S BIG LEAP

 

For Leap Year 2020, our team had an epiphany: If you were born on February 29, 1936 the calendar has royally screwed you out of a birthday every four years making you technically 20 years old in 2020.

Until Leap Day that is– your 21st birthday and YOUR FIRST LEAGAL DRINK!

🍸

We ended up selling the idea to Ryan Reynolds and his squad over at Aviation Gin, partnering with his talented team at Maximum Effort who pulled off the production in a weeks time and made an appeal for the oldest 21 year olds in America.

Enter, Arlene Manko. Happy 21st Arlene :)

Our film for Aviation went on to become a ONE SHOW FINALIST.

AD OF THE DAY AD AGE AND ADWEEK

ENTERTAINMENT WEEKLY

USA TODAY

BUSINESS INSIDER

THE TEAM

Senior Copywriter: Vera Keiter
Senior Art Director: Delilah Kim
Creative Directors: Rajiv Lahens, Ryan Wagman, Ryan Reynolds

Strategy Director: Ricardo Muniz
Director: Bryan Rowland
Agency: 160over90 (Endeavor)
Production Agency: Maximum Effort


TOTAL OF $5 MILLION IN MEDIA VALUE GENERATED

OVER 5 MILLION VIEWS

84% OF ENGAGEMENT & REACH CAME FROM EARNED MEDIA, WITH ZERO PAID SUPPORT