Social & OOH
VH1's scripted series Hindsight follows a woman named Becca who, on the eve of her wedding, wakes up back in 1995 with the chance to re-live her 20s and do things differently. The goal was to create a teaser campaign to generate buzz and drive engagement on social. The target audience was women ages 18-49 who had either lived through the 90s or heard about it at Urban Outfitters.
(I was the former.)
HINDSIGHT TEASER CAMPAIGN
WHAT IF?
We wanted the campaign to be fun, but also to make an emotional connection with our audience. With bold and colorful copy-driven creative, we posed 90s-focused “what if” questions that were equal parts provocative, funny and weird – using nostalgia as a way to hook people in and invite them to become a part of the Hindsight story.
OOH. IN THE WILD.
We took over subway cars and stations all over the city in the hopes that New Yorkers would take pictures, post to their feeds and use the #Hindsight hashtag to continue the conversation on social.
(Getting that Donna Martin reference plastered throughout the MTA is my finest career achievement.)
In case you’re wondering, I was more Angela.
On-Air Interstitials
The social/outdoor executions were so well-received that we decided to take the campaign on-air with short, topical interstitials that aired around the holidays.
