Seamless awards NYC neighborhoods with dubious honors based on real orders

BBH New York applauds the 'winners' for strange and steady eating habits

Published On
Aug 16, 2018

Editor's Pick

While insights derived from user data might seem dry and monotonous, advertisers have taken to turning those "boring" numbers into fascinating campaigns. Spotify and Google, for example, have used them in their entertaining year-in-review efforts. Now, food delivery service Seamless has culled the orders of New Yorkers to create ads "profiling" the city's unique neighborhoods.

The "Seamless Awards" highlight dubious accomplishments by the hungry people of the five boroughs. Highbridge in the Bronx takes the honor for "Least Ideal Neighborhood For Making Out," due to the massive number of garlic bread orders.

The Upper West Side wins "Biggest Identity Crisis," since for some reason they love Chicago-style pizza (known everywhere else in the country as tomato soup in a bread bowl). "Hottest Neighborhood" goes to SoHo for its love of hot sauce, and the South Shore of Staten Island takes "Most Relatable," since its residents order in on Friday nights more than anyone else in the city.

The campaign from BBH New York is running in out-of-home placements on the subway, taxi tops, phone kiosks and digital boards and will be expanding to wall murals, social media and animated digital videos.

It's not the first time Seamless and BBH have showcased users. The "Special Instructions" campaign showed a longsuffering Seamless employee dutifully fulfilling strange requests real diners entered in the "special instructions" field, like making sure the mayonnaise is organic, because "I can taste the difference."

Credits

Date
Aug 16, 2018
Brand:
Seamless
Senior Director, Brand Marketing:
Jessica Burns
Creative Director:
Sean Donohue
Manager, Brand Marketing:
Laura Ferguson
Manager, Growth Marketing:
Brian Carcich
Senior Manager, Communications:
Natalie Gerke
Chief Creative Officer:
Gerard Caputo
Creative Director:
Diego Fonseca
Creative Director:
Scott Cooney
Associate Creative Director:
Casey Schweikert
Associate Creative Director:
LIz Loudy
Head of Design:
Bruno Borges
Designer:
Stephanie Muoz
Designer:
Rachel Hess
Business Director:
Alex Monger
Account Supervisor:
Shana Honig
Account Manager:
Cristina Flores
Strategist:
Alex Beerden
Communications Planner:
Zack Green
Communications Planner:
Christin Wiegand
Head of Art Production:
Rebecca ONeill
Content Producer:
Shelley Giera
Senior Print Producer:
Rachel Freed
Director of Studio Operations:
John Connolly
Retoucher:
Brian Truncali
Studio Production Artist:
Benny Perez
Studio Production Artist:
Sam Gilliland
Director:
Mara Carolan
Director:
Kara Loen
Jr. Media Planner:
Talia Garti
VP, Strategy & Innovation:
Ahmad Sayar

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Project Type