bays
CLIENT: topgolf
Insight The most powerful version of a brand is not when people recognize it. It is when they begin to imagine themselves inside its world.
Big Idea Turn Topgolf into a world people want to live inside by making a real show about the people who already do.
Execution Create Bays, a single-camera workplace comedy on Netflix, launched through a fake incident Instagram, a real character loose on Sunset Boulevard, and a 3D billboard that puts the audience in the bay.
WE PUT THE SHOW ON THE STREETS
The brief was simple: introduce Ethan to Los Angeles before Los Angeles knew there was a show to introduce him for. So we put our main character in his royal blue Topgolf polo, handed him a large glass bong, and sent him down Sunset Boulevard in an industrial ball retrieval machine with the sweeper dragging along the asphalt. He sold branded Bays golf ball sleeves from a hand-painted cardboard sign that said FOUND BALLS. $2.
