Good for Nothing
The campaign was built around the idea of (intentionally) doing absolutely nothing, and specifically on an incredibly comfortable Burrow couch.
We designed an immersive subway takeover in New York, wrapping entire spaces in Burrow’s world and transforming them into environments for rest, lounging, and escape. As part of the activation, empty storefronts became interactive spaces where The Lord of Leisure (an animatronic fortune teller) delivered text-message fortunes to passersby.
Impact
An experiential campaign that turned transit infrastructure into a branded moment of pause and behavioural contrast in a high-stimulation environment.
We wrapped every inch of the subway shuttle, transforming it into distinct worlds where we encouraged the public to chill, hang, and space out on Burrow sofas.
As an experiential component of the campaign, we transformed empty NYC storefronts into the home of The Lord of Leisure. Passerby could interact with and receive a leisure-themed fortune from the Lord of Leisure via text message.
CD: Lindsay Brillson
AD: Elisa Werbler
CW: Haley Ray
Design: Jeremy Turner
Photographer: Meredith Jenks
Completed at Red Antler