The D.N.A'bes Test (Art Direction, Creative, PR, Design)
Matias Reyes
This campaign was a small budget PR activation for Abe's Bagels, where we were tasked to come up with a creative idea to sell the new brioche bagels. As the ad creatives on it, my partner and I came up with the concept, look & feel, copywriting, and design, working closely with the packaging company to deliver the boxes and DNA tests to the influencers.
THE D.N.ABE'S TEST
THE BRIEF
Abe's Bagels were releasing a new brioche bagel thats a little bit French, and they wanted a weird way to get talkability.
THE IDEA
To launch them, we tapped into people's curiosity of their own composition, and looked to see if there was a little bit of French in bagel-loving Aussies. We gave away tasting & DNA testing kits. If people were a percentage French, they could lay their claim to a year’s free brioche bagels.
THE RESULT
The earned campaign reached 7.5 Million people, and 60 lucky Aussies found out just how French they are.
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Posted Nov 14, 2024
Abe's Bagels were releasing a new brioche bagel thats a little bit French, and they wanted a weird way to get talkability.
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Clients
Thinkerbell
