"Banquet"
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins
“Dilly Dilly!” Those two words formed the basis of a multi-platform campaign that audiences made their own with countless tweets, comments, stories, Google searches, debates, Christmas Day sermons, hot takes, hashtags, bootleg apparel, ill-conceived tattoos and highway signs.
And when things really started to take off, we doubled down, creating a larger medieval world featuring wizards and oracles, rival armies and exotic lands, and one giant anthropomorphized beer can with a sword: the Bud Knight.
DILLY DILLY CAMPAIGN CASE STUDY
“Handout”
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins
“Ye Old Pep Talk”
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins
"Bud Knight"
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins
"Times Square NYE Billboard"
Role: Creative Director
Art Director: Randy Diaz
"For the Many"
Role: Creative Director
Copywriter: Katie Johnston
Art Director: Lena Barrows
Director: Jim Jenkins
Dilly Dilly took on a life of its own. The cultural wave started with sports fans across the country and then began appearing in signs on pregame shows and in stadiums. A tweet from JJ Watt, coverage on ESPN’s SportsCenter, and an in-game audible call from Pittsburgh Steelers quarterback Ben Roethlisberger opened the floodgates, and soon, Dilly Dilly started to earn attention from the mainstream media and become a topic of conversation for millions. Media outlets from The Today Show to The New York Times talked about it. Dilly Dilly became the third-most popular autofill suggestion for Google searches of “What does…”
Hundreds of knockoff t-shirts and merchandise.
