Instead of playing to Staples’ fans, we played to the haters by offering them the opportunity to make Staples disappear forever. A GoFundMe campaign, posed an intriguing ultimatum: raise $2MM and get Staples to shut the f**k up forever. No interviews, no social media. No music. Ever. Again. They could fund his lifestyle or “get the f**k off his d**k.” This public plea wasn’t totally surprising, given Staples’ persona and prior antics. What was surprising? Not only did he silence the hate, he then filled that silence by dropping a new single entitled “Get The F**k Off My D**k.” A perfectly timed and pull-the-rug-out-from-under-you marketing stunt that no one saw coming. To top it all off, Vince matched and donated money raised by his campaign to The Michelle Obama Library in Long Beach, CA. And he’s not going anywhere anytime soon.

Created on a shoestring budget, we leveraged our relationship with the Museum of Contemporary Art in Chicago to shoot the video. Over 4 hours early on a Saturday morning, we took over a section of the museum to film Vince giving his ultimatum. Within 72 hours, the film was edited, the GoFundMe.com page was built and sent to Vince to tweet out to the world.

o Reach: 325,000,000 impressions

o Engagement: 100,000 retweets, 400,000 likes, 4,000,000 video views