Creativity

Mike's Hard Lemonade: Faking It

Having launched Mikes Hard Lemonades summer campaign three weeks ago with both an extensive outdoor display effort and video-heavy microsite, We Are Gigantic is now parlaying the brands Mikesology

Published on Jul 25, 2007

Editor's Pick

Having launched Mikes Hard Lemonades summer campaign three weeks ago with both an extensive outdoor display effort and video-heavy microsite, We Are Gigantic is now parlaying the brands Mikesology initiative in other online avenues specifically Collegehumor.com. Like kindred spirits, Mikes has entrenched itself in the popular, male-oriented, IAC-owned site with its own section, Faking It, which actually plays off the title of a book authored by CollegeHumor staff.

Espousing the philosophy of finding all the easy answers to lifes hard questions, the site, according to Gigantic creative director Neil Powell, is about “how to project the appearance of respectability without actually going through the motions of educating yourself about the finer points of life.

There are several features that charmingly promote an ignorant slacker ethos, including a boss button that when clicked, brings up a mock Excel spreadsheet with fake stats and even line graphs to cover your tracks at the office. Additionally, there are video tips on faking it from Mikes (created in conjunction with Mekanism), tips on how to embellish your resume and a Bank of Mikes section that brings up a printable fake receipt showing a bloated account balance. Continuing through summer, the online portion of the Mikesology promotion will be feted with new videos and tips on faking your way through life.

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About

Credits

Date
Jul 25, 2007
Agency:
We Are Gigantic
Creative Director:
Neil Powell
Creative Director:
Josh Rogers
Art Director:
Brad Dixon
Client:
Mike's Hard Lemonade
Copywriter:
Mary Williams
Agency Producer:
Chris Webb
Production Company:
Mekanism
Executive Producer:
Jason Harris
Executive Producer:
Stef Smith
Website Producer:
Steve Muller
Website Creative Director:
Ian Kovalik

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