It all started as a crazy idea. No client in their right mind would ever buy #KidsAreDicks as a campaign hashtag, right? Wrong. Refreshingly wrong.
Using the main character of FOX’s newest and edgiest comedy, The Mick, as our starting point, we created a campaign based purely off of Mickey’s reckless, devil-may-care, and completely inappropriate approach to taking care of children. We launched #KidsAreDicks nationwide and gave our fans their own 15 seconds of fame by featuring their real tweets about kids being total d*cks on the largest billboard in Times Square. Fans found out about our billboard and hashtag through a series of promoted videos focusing on meetings between Mickey and two unprepared FOX execs. Hilarity ensues and we helped make the January 1st premiere of The Mick FOX’s biggest since empire.
Group Creative Director: Mike Nuzzo
Art Director: Caitlin Harsch
Copywriter: Erika Yost