THE CLIENT

MailChimp

DATE OF WORK

Fall 2017

THE BRIEF

MailChimp had a new email automation product that launched with a splashy, surreal ad campaign. It was touted as a “second brain for your business.” They asked us for our signature product — the explainer — to complement and drive awareness. We were challenged by the agency (Droga5) to make something up to their standards.

THE WORK

At first, we struggled with how to make email automation interesting enough to explain. Then, I remembered something from my childhood: that the stegosaurus had a “second brain” in their butt that helped them move. Amazingly, it turned out to be a large-scale urban legend, but we had an interesting narrative and a clever way to build in MailChimp’s second brain slogan. I pitched, wrote, directed, and hosted the piece, which proved popular enough with the client that they decided to spend more on distribution.