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The Captain was in prison. Our job was to help him escape.
Elite Turkish Coffee launched a mobile game in which the Captain, for years the famous face of its advertising, was thrown in jail. The only way to free him was to download the game and play. So instead of running an ad, I took the escape into real life - a guerrilla campaign built to expose the game, and the jailed Captain, in a way people would talk about.
We planted a fake thriller novel in Israel's largest bookshop chain, displayed as a bestseller - open it, and instead of pages, a coffee spoon. The kind smuggled to a prisoner to dig his way out. And of course, the QR code to download the game.
Supermarket trolleys wrapped to look like prison bars - the Captain staring out between the metal, right at the point of purchase.
In apartment stairwells, a floor placement that made it look like the Captain was peeking up from a tunnel he'd dug himself. Right outside your front door.
Three placements. One idea. Every touchpoint a different way into the same story - and into the game.