The Mona Greasa.

Arby’s launched a new sandwich called the Roastburger. To demonstrate the superiority of this sandwich over greasy hamburgers, we created the “Mona Greasa” with the help of artist Phil Hansen. The video was simply tagged with “burgergreaseart.com" and when the viewer was intrigued enough to visit the site, they found a microsite promoting the “Never Greasy, Never Fried” Roastburger. And an extended version of the video, a coupon for a free sandwich, plus a way to share. Adweek and AdAge made it the “Ad of the Day” and it was featured on AdAge’s creativity-online website. J.D. Power and Associates reported in an AdWeek article that Arby’s was actually #1 in online chatter – attributing our work directly.

Arby’s needed a commercial promoting a new sandwich they were testing called "The Doubler." The problem was that the only asset they had to work with was a single still photo. And the budget was smaller than what most people spend on kraft services. The solution was to animate the sandwiches and let them talk for themselves. Turned out to be one of the most effective spots for Arby's that year.

We hijacked billboards around Atlanta with giant helium balloons printed on two sides with the Arby’s logo. They were positioned strategically very near billboards that prominently featured people’s faces, echoing the current campaign at the time called “I’m Thinking Arby’s” - where the Arby’s logo pops up over people’s heads. (The photo is from a billboard on I-75). The balloons were floated up from the ground as to avoid any issues with climbing on billboards. We got Atlanta talking about Arby's that day evidenced by all the stories in the press, and only for a couple hundred bucks.