People like Brad Pitt. They also like cheap plane tickets. So when Brangelina broke up, we saw an opportunity to offer people both.

We created a real-time-response executed as a print ad. The ad was a twist on what everyone was talking about, using the price point as an active part of the creative execution. The ad gave people a pretty good reason to travel to Los Angeles, and went viral in social media all by itself. It was live within 24 hours after the idea was conceived.

The idea was conceived on September 21, and published on September 22.

Print ads placed in Norwegian newspaper VG, and the London newspaper Evening standard.

32% sales increase on the route over night

300M earned potential reach

53,2M earned potential reach in social media alone

890 news articles and blog posts published globally

94% positive sentiment

Brad awareness