With little in the way of brand recognition Casumo wanted a big idea that would raise their profile and put them on the map. We named it ‘Play Absurd’, an episodic tour of the UK. In the series we explored some of our nations unusual pastimes and showcased how people are brought together through play.
The premise was simple. Take someone with influence, throw them into a scenario that was completely unfamiliar to them and watch the fun as they learnt the history, rules and techniques of their chosen ‘sport’.
The content was promoted through the influencers’ social channels and was housed on a campaign site that extended the absurdity. The design was absurd, the code that underpinned it was absurd, the social commentary was absurd as were the results. Over 10,000,000 page impressions and an average dwell time of 3min 48secs.
Even the BBC picked up on the fun as our campaign featured on the breakfast show on BBC Radio5 live.
Client: Casumo
Roles/Responsibilities: Ideation, creative direction and everything in-between