WE PRACTICE
WHAT WE PREACH.

The story of how we [literally] lit 21 people on fire and took one of our brands viral.

NEED

In 2012 we acquired Hotcards.com, an internet-based printing & design company. We were less than a year into the turnaround of this once great brand that struggled during the years leading up to our acquisition. With 95% of all revenue being driven by the web, we needed to relaunch the brand in a really big way – and drive massive traffic to the website, quickly.

DESIRED RESULT

Double qualified web traffic within 90 days.

STRATEGY

Find a way to leverage the unique “hot” brand positioning to execute an event & create content that would drive earned media and stand a chance of going viral.

EXECUTION

After a grueling, intense, obstacle-wrought and frankly, way too short 90-day planning window, we broke the Guinness World Record for “The Most Number of People Doing Simultaneous Full Body Burns” by lighting 21 people on fire in Downtown Cleveland October 19th 2013… don’t worry, we were under the strict training and guidance of a Hollywood stuntman!

THE OUTCOME

To us, design is far more than just pretty graphics. Design – whether it be user experience, engineering, graphics, filmography, or any other form of creative – drives how our brain responds to the most basic functions of life. This includes your breath, your attention, your heart rate and motor responses. We’re obsessed with the psychology of design – and how it can cause us to choose one brand over another, even when our choice is clearly inferior, or how the UX of an app can make the incumbents obsolete overnight. Your project deserves this kind of thinking. Luckily, it’s how we always think.

HOW CAN WE HELP YOU

BECOME KNOWN?